Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families.

The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that is scalable, cost-effective and environmentally sustainable.

Via the inclusion of the Shazam code on selected Kellogg’s packs, the Halloween custom of Trick or Treat has been brought to life with the delivery of a virtual trick or treat.

The experience links consumers to Halloween recipes on Kellogg’s Amazing Creations website, while also rewarding families with fun Trick or Treat activities including slime thrown in the face, a hula-hooping mummy and a cheeky ghost.

Halloween recipes such as ‘Rice Bubble Bats’ and ‘Coco Pops Skeletons’ are the ultimate treat as the Shazam activation plays out, encouraging families to celebrate Halloween together with Kellogg’s Trick or Treat food.

The campaign is supported with print and social media activations.

The in-pack toy is a long-held tradition for cereal brands. In playing with this concept, Kellogg’s is challenging the status quo as it looks to extend its reach into digital.

Jeci David, portfolio marketing manager at Kellogg’s, said: “We’re always looking for ways to make breakfast time more fun for the family.

“Through AR, Kellogg’s hopes to offer parents another way to create simple but memorable experiences that the whole family can cherish.”

Steve Sos, Shazam’s managing director for the Asia-Pacific region, said: “We’re excited to partner with Kellogg’s and Orchard on this ground-breaking campaign.

“Shazam Codes provide advertisers with a frictionless way to deliver AR experiences such as this at scale. This is another great example of how Shazam is partnering with brands to help bridge their physical and digital assets.”

Andrew Antoniou, managing partner at Orchard, said: “It’s a pleasure to work with Kellogg’s as the business continues to push the boundaries on the digital front.