<p>Chiquita Brands International needed to up its brand “a-peel” amongst younger, web-savvy consumers and grow their non-existent social media presence and following. They needed to make bananas cool.</p>
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<p>The Eat A Chiquita initiative spanned two years and leveraged all of our integrated chops. The experience included a massive microsite, irreverent short films, a 3D game complete with a behind a scenes mockumentary, a Zazzle store for branded merchandise, and a user generated content contest. We promoted the campaign with social media marketing including blogger outreach, community management, content syndication and Facebook media buying.</p>
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All roads led back to the campaign hub, an immersive 3D world aptly dubbed "Chiquitaville". The site housed a variety of multimedia content, activities and games. The biggest attraction was the Sticker Generator, an app that invited consumers to design one-of-a-kind Chiquita Banana stickers by selecting from hundreds of illustrated assets like eyes, mouths, hats, hair, glasses and accessories and adding them to the iconic blue and yellow oval. Winners of the Chiquita Banana Sticker Design Contest had their custom creations printed and featured on real Chiquita bananas across the country.
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The "Chiquitaville" arcade featured Banana Boogie Battle, a custom videogame combining the best of Dance Dance Revolution with the finishing moves of Mortal Combat. From over the top 3D animations of bananas to prototyping and programming, we designed and developed the game in-house, allowing for seamless integration with microsite elements. Visitors who used the Sticker Generator could see their personalized design within the game, and all players could check their rankings on a leaderboard, driving competition and social engagement.
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<p>Eat a Chiquita over delivered on key performance indicators including site traffic, engagement metrics, cost per acquisition and video views.</p>