As the first branded banana to be marketed in the U.S., Chiquita has a long-standing reputation as an iconic brand. To boost household awareness, the brand launched a mobile campaign to drive entries for a sweepstakes to win a trip to Disney.
Objective and Context:
To create excitement and boost brand awareness, the brand partnered with Disney to launch a photo contest. The objective of the mobile campaign was to drive entries and website engagements on the contest’s microsite.
The Chiquita consumer is a gamer. Gamers are often viewed as “male geeks,” but the brand’s research and data indicated that gaming is a family activity as well. Parents and kids play mobile games together and are inclined to engage with brands in the right context. For the duration of the campaign, the brand focused on targeting families with children aged 4 to 18.
Chiquita’s strategy was to introduce users to the photo contest in a natural, non-intrusive way, as a continuation of a playful moment on mobile. To make entering into the sweepstakes frictionless, the brand embedded the photo contest in a fun moment (i.e., during mobile game play) when users were more likely to engage and take a picture with their phones. The mobile ad unit would be the link between the gaming experience and the sweepstakes, and the creative would help guide the user through each step of the sweepstakes.
Overall Campaign Execution:
For the contest, participants and their families were prompted to submit a photo of themselves posing with a Chiquita Banana for a chance to win a trip to Walt Disney World Resort in Orlando, Fla.
This campaign was purely mobile. It leveraged the power of mobile gaming, an increasingly popular trend, by partnering with highly relevant mobile gaming apps, like Disney Magic Kingdom, Disney Spiderman, and Disney Cars. It then built playful and creative Rich Media Units that were integrated into the gaming experience.
The mobile campaign reached the brand’s objectives and outperformed all other media sources. The mobile campaign generated:
Mobile also drove over 80 percent of landing page visits, and was the most cost effective CPC across all digital media (including search, social, and desktop).