Looks like we are nearing the end of the “toy in the box” strategy to get kids to get their Mom’s to buy products and entering the digital prize era. In this case, the AR tag is located under the top of the yogurt – and kids can get an AR experience and play games. Packaging continues to be one of the best places to use marketing tech and that is always good for print, but there is just something about digging your arm way down deep into the Capn’ Crunch box to get the prize that cannot be replaced by a smartphone.
One of my nephews is 4, and he can already use a smartphone (he told ME about Angry Birds!), find apps, go through contacts and by using profile pictures to decide who to call – and make calls, text his name, use an iPad, use a computer, use the computer history to load his favorite game pages (again, image recognition), and work the dvr to watch shows that were saved. It’s been a week since Ive checked in so by now he could be programming the dvr. He’s smart, and whether or not these things he can do are normal or above normal one thing is for sure – he would LOVE this concept and his Mom would buy the yogurt because of it.
By Amelia Riley Swan
Greek Yogurt brand Chobani has recently introduced Chobani Champions, the first Greek yogurt made especially for kids. The Chobani Champions brand has the same great nutritional value as the traditional yogurt, and comes in kid-friendly flavors VerryBerry and Honey-Nana. Beyond the actual yogurt, Chobani Champions has created a complete campaign to engage and inspire children. John Heath, Vice President of New Ventures and Innovation at Chobani, comments:
At Chobani, we believe that being a ‘champion’ is more than just about eating right. Champions are imaginative, active, courageous and caring – the four pillars of our kids’ brand.
Champify is the mobile app component of the Chobani Champions campaign, available for iPhone and Android. With the app, Chobani aims to promote imagination, courage, activity, and caring among children through games, activities, and challenges.
Under each Chobani Champions yogurt lid, there is a collectible ChampTag medal. There are four versions of the medal, that can be accessed in their 3D form using the app’s augmented reality technology. Take a look at our video of the app demo narrated by John Heath.
Chobani from Piers Fawkes on Vimeo.
Continues at: Kids Interact With Yogurt Brand Through Fun-Filled AR Challenges @PSFK.
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