Cereal-box surprises go digital

01/31/2012 | USA Today

General Mills is updating the concept of including toys and collectibles in breakfast cereal for the digital age. Now QR codes and other augmented-reality triggers help deliver content, games and entertainment via smartphones. General Mills chief marketing officer Mark Addicks said, "Maybe some functional content will pop up on a cake-mix box, or you might see entertainment and games coming from a cereal box. What I'm hoping for is pure entertainment."

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