Chiquita Teams With Universal’s Minions For In-Store Mobile Game Experience
The fruit brand helps promote the family film through interactive labels on its bananas.
This summer, working with mobile engagement platform FunMobility, Chiquita teamed with Universal Pictures and its Minions movie to launch Chiquita Minions, a “mobile first” interactive game designed to target moms with young children.
FunMobility created an “app-less” Minions Love Bananas mobile Web experience that allowed people to scan Chiquita banana stickers in-store for a chance to score “instant win” prizes and access several cool mobile games.
Games included Banana Shot Arcade, which required players to throw bananas at targets with the goal of achieving 10,000 points, which could be redeemed for prizes, and Minion Matcher, a timed game requiring players to flip cards over until matches are made.
In addition to the games, people could access the Minion Cardmaker, which enabled a person to send a personalized, Minion-branded post card to a friend, and Sticker Showdown, a sticker voting contest.
People could do one of six things to garner an “instant win” prize:
- Share a digital greeting card from the Minion Cardmaker
- Scan a Minion Sticker found on a Chiquita banana
- Score 10,000 points in the Banana Shot Arcade game
- Complete all seven levels in the Minion Matcher memory game
- Vote on all Chiquita Minions banana stickers in the Sticker Showdown
- Click the “Instant Win” button on the home page of the website
Instant win prizes included a Minion beach towel, movie tickets, a Minion water bottle, Minion digital content and more.
All players are entered into a sweepstakes drawing (held August 19) for a chance to win the grand prize: a five-day trip to London for three.
Of the sticker-centric promotion, FunMobility Founder Adam Lavine said:[blockquote]The Chiquita Banana stickers are the most visible branded fruit packaging in grocery stores. Our goal was to capitalize on this brand recognition and make a digital connection to the popular Minions that are dominating headlines this summer.[/blockquote]
In terms of results, one in five players opted in to receive prizes, and 50% of those opt-ins subscribed to Chiquita’s newsletter.
Here are a few screenshots from the mobile app:
Chiquita is promoting the mobile experience and sweepstakes aggressively on its Facebook page with multiple posts, videos and a campaign-centric header image:
The campaign also includes promotion on Pinterest:
The brand made note of the promotion on its Twitter page using the #MinionsLoveBananas hashtag:
— Chiquita (@Chiquita) July 15, 2015
Rounding out the social element of the campaign, Instagram posts touted the contest, as well: