Kellogg’s: The Great Barrier Reef of the Gut

Case Study

Kellogg’s: The Great Barrier Reef of the Gut

How Nakatomi Got Gamers Into Nutrition

Nakatomi’s challenge was simple — how do you talk to gamers, one of the most savvy audiences in the market, about the health benefits of their cereals in a relevant and engaging way? With help from TBWA, an advertising agency famous for their innovative approach to complicated problems, Nakatomi sought to craft a branded experience that connected with gamers where they live.

Nakatomi was perfectly suited for such a job. The tech innovation company has an intimate understanding of business and an intimate understanding of gamers — because the company is made up of gamers.

The resulting game, Kellogg’s Gut Bacteria Reef, unravels a microscopic adventure, aided by the latest developments in technology, sustainability, and dietary advice. 

Drawing parallels between the Great Barrier Reef — one of our country’s most important, and endangered, natural resources — and the inside of our guts, the game shrinks down the player and sends them on a mission through the human body to experience first-hand the benefits Kellogg’s can have on the human digestive tract.

To ensure that the experience was as impactful as possible, Nakatomi chose VR as the medium for the game. VR allowed Nakatomi to completely engross players in the virtual world, and give them influence over their experience with hands-on interactions.

This wasn’t just some passive experience — it was a fully immersive work, designed to turn abstract nutritional advice into a challenging, fun, and lived-in trawl through the insides of our bodies.

Released on Steam for free, the game became a massive success. Just ask Steam reviewer Silent Caay, who says, “Regardless of whether you play this seated or standing, you’ll be pooped by the end.”

Enough said.