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Ahead of the Olympic Games in Tokyo, General Mills snack bar brand Nature Valley has started to support outdoor sports. It is attempting to blur the physical and digital world using augmented reality.
A pan-European partnership has been formed with outdoor sports entertainment company The Aphetor Games to help Nature Valley engage with Gen Z participants. 35 content creators will be competing over the five-day event taking place July 12–16 in Rhodes, Greece.
The Games enables influencers to participate, create and publish content through their own channels.