Summits Yellow

Shoppers Go Bananas for Minions Mobile Promo

David Murphy

Funmobility-MinionsFunMobility has launched an interactive mobile sweepstake competition in collaboration with banana brand Chiquita and the Minions movie that allows consumers to engage with the movie characters in store.

The campaign uses image recognition to connect Chiquita’s physical in-store product with interactive digital Minions content. By scanning and collecting up to 32 stickers found on any Chiquita banana, shoppers can win instant digital content and rewards, including a trip to London.

Since the campaign launched, Chiquita has seen in excess of a 50 per cent return rate for the experience, with one in five unique visitors opting in to receive rewards. Within those opt-ins, more than half have subscribed to Chiquita’s revamped interactive newsletter, also produced by FunMobility. The average session length is 4 minutes, 36 seconds, with the average user engaging in more than 10 activities.

The campaign extends across multiple digital touchpoints, including a Chiquita ‘FanFun’ native app, as well as a Chiquita/Minions web experience at www.minonslovebananas.com. Fans can play games, explore banana recipes, and instantly win movie tickets, water bottles, beach towels, exclusive digital content and more.

“The Chiquita Banana stickers are the most visible branded fruit packaging in grocery stores,” said FunMobility founder, Adam Lavine. Our goal was to capitalize on this brand recognition and make a digital connection to the popular Minions that are dominating headlines this summer.

“This is exciting because a globally-recognized consumer packaged goods brand is charging up the in-store shopper experience by embedding digital content, prizes, and rewards into a physical product, the Chiquita bananas. There has been an amazing response to the mobile games, real-time engagement and overall experience.”