Lunchables Mobile Tour Keeps Youngsters' Bellies Full - Event Marketer

Lunchables Mobile Tour Keeps Youngsters’ Bellies Full

DB_Gold_Lunchables_2010 Ex
Brand: KRAFT
Agency: PIERCESMARTFUSION
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2010

To drive sampling of its Lunchables product among six- to 12-year-old children and their moms, Kraft took to the highway last year with two Lunch Your Tummy Right mobile tours—one that hit large fairs and festivals and another that visited retail partners and small venues.

In partnership with Camp Woodward, the biggest action sports, gymnastic, cheer and digital media camp in the country, Kraft challenged kids to earn a membership in the Anti Grumble Association, Lunchables’ proprietary community dedicated to fighting empty rumbling tummies with Lunchables meals. To join the AGA, kids had to complete a roster of physical and digital activities and each task earned them a sticker to add to a membership card that the kids received upon entering the footprint.

A catering vehicle wrapped with Lunch Your Tummy Right graphics served up Lunchables samples to ensure that families left the experience having conquered their hunger. To transport the tour, the brand transformed a plain school bus into the Lunchables Cool Bus, which was stocked with four Xbox gaming stations and racing imagery. Throughout the course of the program’s 89 event days and 37 events, the program distributed 250,000 samples. Tasty.

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