Healthy fruit-in-a-pouch snack brand GoGo squeeZ, a division of Materne North America, has launched the Pass the Play (PTP) program across all the brand’s experiential marketing this year, and the first execution is centered on a little green ball. The program is designed to advocate social, active play among children and distribute samples of the brand’s healthy snack.
The brand is appealing to mom and dad bloggers to help promote the program, while activating at retail and soccer events and hitting the road with a new tour with a mobile playground truck that began on May 26 in Atlanta, GA and will hit 10 major markets across the country before it wraps in New York City on Aug. 10. The tactics are deceptively simple. Materne is sending PTP green balls to the bloggers to give to their children, handing them out at “Kick It” three-on-three proprietary soccer events and at Costco, Target, Walmart, Whole Foods, and other retail partners and at the mobile playground stops. Each ball has a unique registration number, and the brand is encouraging the recipients of each of the 10,000 balls to register the balls online, either on-site on the brand’s tablets with the help of the GoGo squeeZ brand ambassador or at home. Then the kids simply play with the ball.
But that’s not all, because the next step is the crucial one. The children are encouraged to play with the balls, yes, but also to share them. After a few days enjoying the ball, the kids should “pass the play” along to a friend or member of the family, who goes online to re-register it, creating a traceable trail that Materne hopes will crisscross the country, with balls in play for months on end. Registration enters the kids in a contest to win prizes, and each every time the ball gets shared each kid is entered to win more prizes. Online, the brand has deployed a pass tracker social extension that lets participants follow their balls on a virtual map anywhere they go in the world, a leader board for which balls have been passed the most and the farthest. And on Facebook, kids are encouraged to make up and share new games played with the green ball. In addition, the brand is also raising money for the Fresh Air Fund charity at its events, hoping to hit $25,000 this summer.
“This is a playful snack and it liberates kids to play because they can have it away from the table and we want to encourage that,” Meena Mansharamani, managing director at Materne North America, told Buzz. “Our core mission is to encourage kids to ‘always play’ and the GoGo squeeZ tour is all about bringing play to families and about going outside.” (Agencies: Inspira Marketing Group, Norwalk, CT; LeadDog Marketing Group, New York City)