Chiquita sees success with Minions
Fans of the affable yellow characters are encouraged to download the Chiquita FanFun application to snap photos of the Minion-branded stickers found on the bananas to receive instant win rewards, create photo cards featuring the movie’s characters and potentially win a trip to London. The shopper marketing campaign, which is powered by FunMobility, displays the advertising opportunity available on food items and suggests image recognition will continue growing from strength to strength.
The Minions movie’s partnership with Chiquita Bananas is a smart marketing tactic. While the Minions do resemble bananas, one of the characters’ favorite words is “banana,” which automatically creates an organic moment behind the campaign.
Fans who download the FanFun app onto their smartphones can visit any grocery store where Chiquita Bananas are sold and snap an image of the branded stickers. Up to 32 stickers may be scanned for a chance to receive instant win prizes.
Image recognition is gaining considerable traction among food and beverage marketers. This past May, Heineken tapped augmented reality mobile application Blippar for a new campaign that offered consumers a look at beer’s ingredients by asking users to snap a photo of a Heineken bottle to unlock exclusive content and create selfies to share across social media.
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