The digital cereal box

Interesting video from USA Today that features Mark Addicks, Chief Marketing Officer for General Mills. In the interview he talks about ways that they hope to engage consumers through digital content (via devices such as smartphones) on cereal boxes and other food products. The packaging becomes a "platform for content", and prize will be virtual. Done right, this could change the way we eat our cereal every morning, and certainly gives an advantage to the companies that can create digital media experiences.