FunMobility is a group which uses mobile communications technology to connect brands with consumers. The company most recently teamed up with Chiquita Brands International to formulate a mobile-first marketing campaign that linked the fresh produce giant with the film Minions, which has since gone on to become the second-highest grossing animated film of all time.
The group's Jennifer Sherry speaks exclusively to Fruitnet about the relationship with Chiquita and what made the Minions campaign stand out.
What was it like working with Chiquita on its Minions campaign? What was the overall aim of the partnership?
Jennifer Sherry: What I really noticed about the Chiquita brand and their team is they really strive to put the consumer first. That’s maybe why you see things are a little more fresh and innovative from them, because they’re really trying to understand not just what’s good for them but what’s good for the consumer, and how can they do this in a way that really excites them and involves them with their families.
So, for example, with these games, the target demographic is mums and dads with their kids. We’ve seen huge interaction with families, because it brings people together and of course it’s healthy promoting fruits. Chiquita is thinking outside of the usual realm of what big brands like this typically do. Their aim has been to connect with their clientele in a meaningful way that’s really fun. That’s why we came up with this campaign.
Could you explain how the technology works, and what it offers that perhaps other platforms couldn’t?
JS: They came to us and said we want to do something really fun and creative. Their US marketing team wanted to a kind of a [sweepstake]. The FunMobility team then collaborated with them to come up with a concept, which is that stickers would be placed on Chiquita bananas all across national and international grocery stores, anywhere where Chiquita is sold.
Instead of the typical [system] where you have to download an app and scan the sticker, you actually just have to take a photo of the sticker. This eliminates an entire step and the interaction rate is a lot higher, so it becomes a lot more fun right off the bat.
Then, when you go to the website and register, you can win a trip to London, plus other prizes. What’s very interesting is there are probably about 50-60 per cent of people coming back to the website and playing all the games we have. Some are even going on the site to play every hour. We call them superfans.
Why was London chosen for the main prize?
JS: London has to do with the Minions debuting the movie there and also it’s a major area for Chiquita. It’s very interesting because London is a place that a lot of people in the US want to go to, and you can get to so many different places [from there].
I think Chiquita wanted to push this campaign on a more international level and have a strong brand presence. They also wanted to be known for more innovative, fun fruit that allows families to interact with each other. The Minions campaign is a perfect way to do that, because who doesn’t like Minions? In a world where there are so many distractions, our campaign allows them to be focused on one thing that makes them laugh together.
Can you sum up what Chiquita’s brief was? What was it they wanted you to do?
JS: They were really aiming to find something new and novel that would have a wider reach, to include more people and boost awareness around the Chiquita brand as well as the Minions project. They wanted to interact with different family members. That was the goal and the Minions offered a fun and innovative way to do that, with everyone winning a prize.
In terms of spreading the message via social media, what mechanisms have you put in place to do that?
JS: We’re using all types of social media, from blogs to Facebook, LinkedIn, Twitter, Instagram, all different channels. That involves Universal as well, but mostly it’s Chiquita driving it.
When companies of this calibre want a campaign that goes worldwide, they’re looking for a company that really knows what to do. What do you think was different about what FunMobility had to offer that others couldn’t provide?
JS: What we offered was that, instead of having to take extra steps to have a quick and fun interaction, we made it really simple and fast, and allowed everyone to win each time. So there’s an instant gratification where you don’t have to wait or download anything, or go anywhere. You just take a photo of the sticker and you’re on into the experience.
After you take the image, it brings you to the Chiquita Minions website. There you can register to win the trip to London and play all the games to win other prizes. There’s no app required. Taking the picture brings you to the website.
We’ve seen a huge increase in the number of people registering. Not only do they want to go on to the website, they are also registering to get future information from Chiquita. The results have been unbelievable and beyond what they were expecting. What’s exciting from Chiquita’s point of view is that they’re seeing a lot of brand loyalty being built and also long-term engagement from their target audience.
Do you agree that getting members of the general public to hand over their personal details to a brand marketer is harder now than it has ever been?
JS: Yes, because unless you’re relevant, people don’t want to sign up to something that will inundate their inbox. They want something that is meaningful and valuable. No-one likes their time to be wasted. What Chiquita did a really good job with is they thought through what the consumer really wants. What will be fun for them and not just about us? I think that has made the biggest difference.
The other thing that stands out about the campaign is that bananas themselves and the Chiquita brand are there, but it’s the Minions that are the stars of the show. I guess that’s because part of the challenge has been to convince people that one branded banana is better than another?
JS: Yes, Chiquita really wanted to stick out as the company that takes the time to care, not only with the process of handling produce but also they wanted to make sure that consumers felt engaged with something fun. That high quality had to be communicated all the way through.
See the October issue of Eurofruit for an exclusive interview with FunMobility co-founder and chief executive Adam Lavine
