Breakfast cereal brand Kellogg’s aims to increase customer loyalty with a new immersive digital experience.

Titled ‘Kellogg’s Town’, the online “playground”, created in collaboration with marketing service Merkle and  award-winning agency Dentsu Creative, aims to build the company’s reputation as a “masterbrand” and will run across 23 European markets.

In ‘Kellogg Town’, users can take part in interactive activities such as ‘Shelf Shuffle’; a brainteaser that uses the brand’s assets, and ‘Crafting with Coco’; a game that encourages consumers to recycle their cereal boxes by turning them into something new.

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The immersive experience will encourage repeat engagement by running seasonal competitions and collaborations.

Phil Wilkinson, senior director of omnichannel experience and commerce at Kellogg’s, said: “We’re delighted to create some digital playground magic in the breakfast space. The launch of Kellogg’s Town marks a really exciting time for Kellogg’s, as we look to expand our reach and drive engagement with our customers.”

Media buying strategy was handled by Carat UK.

Ruth Bucknell, VP experience design CXM UK&I, Dentsu said, “Kellogg’s Town is the perfect example of how the Dentsu network can come together to help our clients innovate to impact through creative design, seamless collaboration and data-led strategy.”