General Mills Multibrand

General Mills B-Team Multi-Box AR Experience

In an effort to promote multi General Mills brand purchases, this AR experience featured a vintage Woody stationwagon busting through the boxes with the B-Team Characters. The experience featured two games, with unlockable levels, webisodes based on the number of boxes you scanned. Players also had access to create their own photo filter with B-team digital stickers and collectable badges based on their game play.

Role: Creative Direction, User Experience, Concept Development and Agency Partner Management

Design Support: Jae Salvarietta, Schuyler Holman, & Candice Lee

Agency Partners: Saatchi & Saatchi and Exit17

Original Concept Sketches

In preliminary sales discussions with Saatchi and Saatchi, these were concept sketches I drew up to help visualize how the experience would come to life. Once they officially engaged us, I worked with my team to develop the full experience in collaboration with the agency.

Saturday Wagon Game

Using the B-Team station wagon, players had to help navigate the B-Team through obstacles. The game could be endless, with the goal of achieving high scores and badges.

Saturday Wagon Unlockable Lands

To promote purchases across the five General Mills brands, the experience included unlockable lands which would be accessible once you scanned one of the different cereal brands

Saturday Smasher Game

A second tap based game, mimicked the retro game Rampage with one of the B-Team characters smashing through buildings and encouraging repeat play based on speed they could smash the buildings.

Collectable Digital Badges

These collectable digital badges incentivized play and encourage unlocking content by scanning other General Mills products.

B-Team Customizable Photo Filters

To further create fun activities, this photo filter series allowed people to choose a filter template and drag, drop and resize B-Team stickers to customize photos. Some filters could only be accessed by activating the experience on different product to encourage purchase of multiple brands.