The Post-owned cereal brand has teamed up with actor and former American football player Terry Crews to give tweens the motivational boost they need to start the day.
The effort follows prior efforts between the brand and Crews and makes Honeycomb one of the latest to use augmented reality (AR) - the integration of digital information with the user’s environment in real time - in pursuit of younger audiences.
Fans can jump from the new Honeycomb box - hitting US shelves this month - into the new AR experience via QR code. The AR experience includes two fun activities and motivational videos from ‘pep-talk king’ Crews, designed to encourage consumers to Bee Big, Bee Kind and Bee Amazing.
HoneyRun: Get ready for an immersive gaming experience where you guide a hungry bear through a challenging obstacle course. Collect Honeycomb cereal pieces to earn bonus points and fuel up with drops of honey to keep your plane flying.
Big Bee Motivations: A fully immersive motivational morning boost.
Crews recently co-founded his own ‘unconventionally creative’ agency Super Serious, ostensibly to give brands the edge by blurring the lines between advertising and entertainment, The agency’s first client is plant-based alternative brand Impossible Foods, rolling out two national campaigns; the first of which premiered during the 76th Annual Tony Awards broadcast.