FunMobility, a digital shop that specializes in designing mobile-first campaigns, developed an interactive mobile web experience for Chiquita Bananas and box-office hit movie Universal’s Minions.
This combines a physical product (bananas) and a mobile-based campaign where shoppers scan the fruit produce labels with their smartphones to access interactive digital Minions content. By scanning and collecting up to 32 stickers found on any Chiquita banana, shoppers can win instant digital content, rewards, and even a trip to London.
“The app-like experience drives CRM data capture, repeat brand engagement, and long-term shopper retention,” a statement provided to MMW reads. “The Chiquita brand has seen a return rate higher than 50%, and one in five unique visitors opting in to receive content. Within those opt-ins, more than half have subscribed to the Chiquita’s revamped interactive newsletter.”
Week 8 Results:
- 50% return rate
- 10% of the unique audience subscribes to Chiquita’s email
- Average session length 4 minutes, 36 seconds
- Average user engages in 10+ activities
- Target audience (moms with young children) – responsible for 75% of traffic and on-site activity
“FunMobility has expanded on the ‘app-only’ approach by reaching across multiple digital touch points including the downloadable Chiquita ‘FanFun’ native app, as well as a Chiquita/Minions web experience at www.minonslovebananas.com,” the company says. “Fans can play games, explore banana recipes, and instantly win movie tickets, water bottles, beach towels, exclusive digital content and more.”