Chiquita Banana: Chiquita Disney Gamification

Campaign Summary

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.

Target Audience:

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.

Creative Strategy:

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.

Mobile Execution:

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.

Results (including context, evaluation, and market impact)

The mobile campaign reached the brand’s objectives and outperformed all other media sources. The mobile campaign generated:

  • The most sweepstakes entries
  • 2.5 times more contest entries than social and desktop combined
  • Nearly 50 percent of total engagements (across all media channels)
  • Over 16 million impressions in the games

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).

Categories: | Industries: | Objectives: Marketing within a Mobile Gaming Environment | Awards: Finalist