Chiquita s FanFun Mobile Relationship Management Success Story

Transcription

1 Chiquita s FanFun Mobile Relationship Management Success Story October 3, 2012 Cassidy Hamilton, Chiquita Brands chamilton@chiquita.com Adam Lavine, FunMobility adam@funmobility.com

2 What does FunMobility Do? We help companies build fun, rewarding mobile experiences that drive brand loyalty, emotional engagement, and revenue. Past Deployment and Clients

3 Mobile Relationship Management Coupons News Surveys Store Locators Mini Games Social Conversations Rewards

4 What are AppWidgets? Engaging, fun and useful app components Easy to create and customize. Coupons News Store Locators Adds to any mobile app. Collects unique, mobile specific data. Surveys Social Conversations Designed for and by marketers. Mini Games Rewards U.S. Patent #

5 CASE STUDY

6 Chiquita Brands International Background The trademark logo mascot, "Miss Chiquita was created in 1944 by Dik Browne. Chiquita was the first company to brand and advertise a banana. The first Chiquita advertising took the form of 80-second cinema commercials that aired as animated shorts before movies in theaters in Since the introduction of Miss Chiquita, Chiquita has developed many innovative, entertaining, & effective methods of advertising and promotion. Most of these campaigns are meant to: Provide high-impact retail promotions for grocery partners Provide engagement with Chiquita customers/fans Demonstrate relationship with partners (i.e., Olympics, Little League) Miss Chiquita Past campaigns/contests/sponsorships include: Sponsorship of the 1980 Winter Olympic (Lake Placid) Sponsorship of AYSO youth soccer in the early 1990s Sponsorship of the men s, women s U.S. Soccer teams; Participation in American Heart Association s Heart Check program 2010 Chiquita Sticker Design Contest (18 winning stickers selected) 2012 Chiquita FanFun Sweepstakes

7 Chiquita Brands: A History of Engaging Marketing

8 Retail Challenges and Opportunity Bananas have a 96% household penetration rate. About 30% of regular shopping visits (of 5 or more items) do not include a produce purchase. In the US, 85% of bananas are consumed at breakfast. Brand and quality are important differentiators: ü Chiquita has strong top-of-mind brand with consumers. Banana lovers pick the taste of Chiquita bananas 2 to 1 over any other national brand ü Chiquita has a quality process perfected over the years not every banana makes it to the store. The Opportunity: Develop a promotion that leverages retailers and helps drive traffic to retailer stores

9 Going Up To Bat: Little League Partnership Chiquita owns Fun iconic brand elements that make the brand inherently fun. Chiquita bananas promote an active and healthy lifestyle on the go. The Opportunity: ü Leverage the partnership with Little League to keep Chiquita bananas top of mind for shoppers on each trip to the store. ü Position Chiquita bananas as the Official Fresh Snacks Little League Baseball & Softball to drive incremental consumption occasions to drive volume. ü Connect the fun of the Chiquita brand with the fun of youth baseball, including the emotional engagement among players, coaches, parents, and families.

10 Mobile Campaign Objectives Leverage Little League Partnership to drive emotional engagement with consumers. Differentiate Chiquita to drive preference for the Chiquita brand and Chiquita retailers. Drive traffic to participating Chiquita Brands partner/retail locations. Leverage various social media and partner (retailers, Little League) channels to stimulate Chiquita retailer traffic. Keep Chiquita top of mind through a series of interactive games, prizing and promotions linked to Chiquita retailers.

11 Campaign Challenges Tight timeframes: 6 weeks from project kick-off to launch. Millions of QR-coded Chiquita bananas arriving from Latin America May 1. Pre-Determined Little League Schedule: Gameplay underway by project kick off; need to build momentum by the Little League World Series. Multi platform requirement: App needed mainstream reach by supporting ios and a broad spectrum of Android devices Consumer Reach: Getting retailers on board to gain nationwide footprint and generate consumer reach and awareness. Campaign Awareness: Required leveraging both Chiquita traditional (POS) and digital media (websites, mobile, Facebook, Twitter, etc.) to generate campaign awareness

12 The Solution: Mobile Relationship Management Leverage all Chiquita traffic sources available to generate maximum campaign awareness (FB, Twitter, SMS, mobile, , online ads, QR codes, POS) Deploy the FunMobility Mobile Relationship Management Suite including: ü FunMobility Reactor App, which leverages native ios/ Android features and dynamic HTML5 content to quickly provide an app presence ü AppWidget Catalog to address Chiquita campaign objectives Confirm retailer participation by using customized Little League Card Maker templates, Preferred Store Selector and Store Locator all customized to include retailer names

13 Introducing Chiquita FanFun

14 Chiquita FanFun Mobile Sweepstakes Sweepstakes to run in 11 key Chiquita regions (the Chiquita Nation ) Prizes awarded monthly in each region Chiquita products, sports equipment and Dick s Sporting Goods Gift Cards, etc. Grand Prize awarded at the conclusion to one winner from all regions FanFun Fantasy Favorite Team Package (4 days 3 nights + other prizes) Retailer Store POS Individual s chances of winning increase with points earned within the app through: visits to Chiquita retailers app download and initial sign-up social media shares level of engagement with Chiquita brand in app (via trivia, games) alternate sweepstakes entry at Timing: June 1 August 31

15 Driving Chiquita FanFun Awareness Social Media Posts (Facebook and Twitter) Smart Phone App POS in Retailer Stores Mobile Optimized and Web Landing Pages Integrated SMS Campaign QR Codes and Secondary Banana Stickers Invitation to 1.8M Little League subscribers

16 Chiquita FanFun Customization by Retailer Campaign leveraged 12+ retailers Point of Sale materials and QR Codes on Chiquita Bananas located in participating retailers Little League Card Maker templates, Preferred Store Selector and Store Locator all customized to include retailer names

17 Chiquita Nation Regions and Prizing 11 Key Chiquita Regions

18 Chiquita FanFun App Free to download Available on itunes and Google Play Engagement and Participation Elements Leaderboard (Region and Chiquita Nation) Little Leage Card Maker co-branded with Chiquita and key retailers Chiquita Trivia and Aracade games Chiquita Locator Retailer Check-In to drive foot traffic

19 Chiquita FanFun App

20 Chiquita FanFun App Demand Generation FanFun Sweepstakes Web Page Facebook link Twitter link SMS Campaign link QR Code Scan Little League newsletter link Mobile Banner Ad link Mobile-Optimized Landing Page itunes or Google Play App Store

21 Chiquita FanFun Campaign Results Key national and regional retailer partners embraced the campaign: Over 4K retail locations displayed POS at the Chiquita banana table to promote the campaign and Chiquita bananas as Official Fresh Snacks of Little League Baseball & Softball. 45,613 Fanfun Sweeps Entries 159,315 unique visits to the Landing Page 31,275 newsletter sign-ups App launched in 6 weeks 20% of users checked-in at a participating retailer to enter sweepstakes 40% of users created a Chiquita-branded Little League card and shared it on a social network 10.7 average Trivia Game plays per user and 4 Banana Shot arcade game plays per user 2012 IBM LEADER Award for Excellence Retail Engagement category

22 Chiquita FanFun Next Steps Enhance Chiquita and retailer loyalty through mobile loyalty program (rewards, coupons, offers, sweepstakes) Build and nurture existing FanFun campaign/app customer base FanFun campaign framework can be leveraged to support future Chiquita campaigns Continue on-boarding additional retailers into Chiquita Locator to enhance nationwide footprint Continue promoting Chiquita brand awareness through additional engagement AppWidgets (arcade games, surveys, temperature takers, photo stickers)

23 Q&A Chiquita s FanFun Mobile Relationship Management Success Story October 3, 2012 Cassidy Hamilton, Chiquita Brands chamilton@chiquita.com Adam Lavine, FunMobility adam@funmobility.com