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HILE YOU MIGHT THINK brand
engagement is only successful
when it’s driven by either a physi-
cal product or a digital one, FunMobility has paired the
two for an enhanced experience that’s paid dividends
for its marketing partner, Chiquita bananas.
FunMobility, a mobile engagement platform that
focuses on brand-to-audience products, designed a
mobile-based interactive sweepstakes around the com-
pany’s flagship fruit that banked on bananas’ popularity
and their sudden association with Universal Pictures’
Minions characters. Customers used their mobile phones
to scan special produce labels that carried them to an
app-like experience. This online promotion featured
instant-win digital content, rewards and a trip to London.
“The Chiquita Banana stickers are the most visible
branded fruit packaging in grocery stores,” says
FunMobility founder Adam Lavine. “Our goal was to
capitalize on this brand recognition and make a digital
connection to the popular Minions.”
The lead time for the project was 180 days, with app
construction beginning halfway through, says Lavine. To
ensure a premium experience and the right product,
Lavine says the best thing partners like Chiquita can pro-
vide his team with is trust. “Chiquita has worked with
FunMobility for several years, and they trusted our ability
to execute on this project,” he said. “We also needed
creative participation and signoff from Universal Studios,
because the Minions characters figured so prominently
into this promotion.”
PROMOTIONS
An A-peel-ing App
W
MOBILE PLATFORM DEVELOPER HELPS CHIQUITA BOOST BRAND ENGAGEMENT
BY JEN ALEXANDER
SEPTEMBER 2015 •
PPB
• 83
THINK