Remix the 'Monster Mash' with Monsters ‘Creep to a New Beat’ Augmented Reality DJ Game

General Mills has released a brand-new Monsters Cereals mascot. After 35 years, the fright club of Count Chocula, Franken Berry and Boo Berry are getting some new ghoul power in the form of Carmella Creeper – an undead DJ who just so happens to be their first female monster, too. She’s bringing new life to the spooky squad with her very own remix of the classic Halloween song, “Monster Mash,” giving seasonal cereal and snack shoppers the perfect breakfasts, snacks and track. 

To mark Carmella’s big launch, VMLY&R Commerce developed the 'Creep to a New Beat' shoppable Augmented Reality campaign in partnership with Walmart. The experience gives Carmella a big turntable to reach a new generation of parents by allowing them to remix the remix at https://creeptoanewbeat.com/. Users will scan a QR code and create an original version of the 'Monster Mash', share their spooky spin, and shop Monsters cereal and snacks.

“This experience perfectly marries creativity and technology to offer our shoppers a gamified way to connect with the newest brand in our monster cereal portfolio. Today it’s about building brands in commerce; so, using our content to both deliver on brand experience and enable purchase in the moment is key to winning new consumers and growth.”, says Taryn Beck, director of customer marketing, Walmart & Sam’s Club at General Mills. The campaign is supported by influencers, sampling, in-store shoppable display, onsite and offsite media, events including the coolest ‘Monster Mobile (a vintage hearse), and more.

“Families who listen to music together form better bonds. With family breakfast time on the decline, we wanted these limited-time Halloween cereals to be the thread that brings families together with a nostalgic musical twist everyone can enjoy this Halloween season,” says Katie McClanahan, VP of client engagement at VMLY&R Commerce.

“This is a great example of creative commerce capitalizing on a favorite seasonal brand in a fresh way that crosses different ages within families,” says Matthew Terry, Group Director at VMLY&R Commerce. The AR game was developed by a third-party agency Groove Jones, exclusively for the launch at Walmart.