Honeyway Train Webcam Game

Objective

Honey Nut Cheerios aimed to create a groundbreaking interactive marketing experience that would capture consumer attention through innovative technology. The campaign leveraged augmented reality to turn the iconic cereal box into an interactive game interface, positioning the brand as a technological innovator while engaging consumers with the Buzz mascot storyline.

Solution

The Honeyway Train game was an augmented reality experience where consumers used their Honey Nut Cheerios cereal box as a physical game controller. Built using Unity engine, the game required a webcam to track the box position, allowing players to maneuver Buzz the bee through a showdown against the villain Handsome Hector. This represented one of the first consumer-facing AR games to use a physical real-world object as the primary control mechanism, integrating the product itself into the gameplay rather than treating AR as a separate layer. The game was accessible online and promoted through digital channels.

Results

Not published.