Chiquita, Universal Pictures tag team on interactive 'Minions' mobile campaign
- Chiquita and Universal Pictures are marketing the “Minions” movie with an interactive mobile campaign that uses scannable labels.
- Capitalizing on the Minions' marketability, the two brands are bringing mobile gaming and the bubbly characters together for an interactive grocery shopping experience.
- Shoppers can scan labels on bananas in stores for prizes and games. The mobile campaign doesn’t require downloading an app.
FunMobility created an in-store interactive mobile campaign for Chiquita and Universal Pictures promoting the latest summer Minions flick. The campaign features scannable labels on bananas that allow shoppers to win prizes and play games, as well as send personalized post cards to friends.
FunMobility Founder Adam Lavine told Marketing Land, “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.”
Results from the effort include 20% of people scanning Chiquita labels opting to receive prizes and half of those opt-ins subscribing to the brand’s newsletter.
Ahead of the movie's release, Amazon partnered with the studio, shipping boxes with advertisements for the film, marking the first time a non-Amazon ad has appeared on the brand's boxes. The Minions movie franchise had grossed more than $1.5 billion before this summer's film debuted, and it's characters have been featured in several other partner ad campaigns, hinting at potentially high-profit revenue streams for brand's who partner up.