General Mills launches AR cereal game — What's Next is Everything

To promote the brand’s newest character in the Monster Cereal lineup, General Mills has launched a WebAR game called “Creep to a New Beat.” Just in time for Halloween, the new game (and cereal) feature Carmella Creeper, the first female character in the lineup. Built by VMLY&R Commerce and Groove Jones.

To celebrate Halloween, General Mills and marketing agency VMLY&R Commerce launched an augmented reality game featuring Carmella Creeper, the newest character in General Mills’ Monster Cereal lineup.
For the past 35 years, the General Mills monster group has consisted of three characters: Count Chocula, Franken Berry and Boo Berry. Carmella Creeper, an undead DJ, is the first female character in the lineup. She’s featured on her caramel apple cereal as well as the Monster Mash Remix cereal box.
In partnership with Walmart, VMLY&R Commerce created the “Creep to a New Beat” shoppable AR experience, inspired by Carmella’s remix of the classic Halloween song “Monster Mash.”
The experience allows shoppers to scan a QR code and place Carmella’s DJ booth in the environment in front of them through augmented reality. From there, they can play a timed music rhythm game that challenges them to tap on circles in time with the music as cereal pieces pass over them.
People can tap pictures of Count Chocula, Franken Berry and Boo Berry to create their own version of the “Monster Mash” remix as they play. The experience will automatically record the player’s performance, and the resulting video can be downloaded and shared.