Carmella Creeper - Creep To A New Beat DJ Game
Groove Jones 
AR Experience, where we bring the newest creature, “Carmella Creeper,” to life for the seasonal holiday cereal brand.
AR Experience, where we bring the newest creature, “Carmella Creeper,” to life for the seasonal holiday cereal brand.
To celebrate Halloween, General Mills launched an augmented reality game featuring Carmella Creeper, the newest character in General Mills’ Monster Cereal lineup.
For the past 35 years, the General Mills monster group has consisted of three characters: Count Chocula, Franken Berry, and Boo Berry. The first female character in the lineup is Carmella Creeper, an undead DJ. She’s featured on her caramel apple cereal and the Monster Mash Remix cereal box.
In partnership with Walmart, VMLY&R Commerce created the “Creep to a New Beat” shoppable AR experience, inspired by Carmella’s remix of the classic Halloween song “Monster Mash.”
General Mills Lets Shoppers ‘Creep to a New Beat’ in AR Cereal Game The original article appeared on Adweek.com on October 16, 2023 – https://www.adweek.com/brand-marketing/general-mills-augmented-reality-game-monster-cereal/
Carmella Creeper is the first female character in the Monster Cereal lineup.
AR Game
To celebrate Halloween, General Mills and marketing agency VMLY&R Commerce launched an augmented reality game featuring Carmella Creeper, the newest character in General Mills’ Monster Cereal lineup.
For the past 35 years, the General Mills monster group has consisted of three characters: Count Chocula, Franken Berry and Boo Berry. Carmella Creeper, an undead DJ, is the first female character in the lineup. She’s featured on her caramel apple cereal as well as the Monster Mash Remix cereal box.
In partnership with Walmart, VMLY&R Commerce created the “Creep to a New Beat” shoppable AR experience, inspired by Carmella’s remix of the classic Halloween song “Monster Mash.” The AR game was developed by XR studio Groove Jones.
The experience allows shoppers to scan a QR code and place Carmella’s DJ booth in the environment in front of them through augmented reality. From there, they can play a timed music rhythm game that challenges them to tap on circles in time with the music as cereal pieces pass over them.
People can tap pictures of Count Chocula, Franken Berry, and Boo Berry to create their own version of the “Monster Mash” remix as they play. The experience will record the player’s performance automatically, and the resulting video can be downloaded and shared.
The experience also allows people to navigate to Walmart to shop for Monsters Cereal products quickly.
Other Work by Groove Jones
