Chiquita, 'Rio' Web Partnership Delivers Big Results
It wouldn't be a stretch to call Chiquita a vibrant consumer brand. Seeking extra wattage, however, the company recently partnered with the animated movie "Rio" for a multichannel ad campaign.
The effort, which ran from March 23 through May 8 -- before the animated film was released -- aimed at driving consumer engagement with a Chiquita-branded microsite. It promoted both "Rio" and Chiquita through interactive games and activities, videos, healthy recipes, and a sweepstakes.
Working closely with Chiquita, media agency Gotham Direct created the multichannel media strategy, which sought to leverage the Chiquita-"Rio" partnership via rich media banner units, cross-channel promotions, on-air radio endorsements, broadcast and cable tv ads and print and in-theater ads.
All were designed to drive traffic to and engage with the microsite.
"We wanted a smart yet engaging media campaign around the Chiquita Rio Web site that could provide trackable, measurable results for our brand," aid Craig Stephen, vice president North American Bananas and Fresh Select. To reach the target audience -- parents and their children -- Gotham Direct targeted top online parenting sites, including Disney and Kaboose and various high-profile video sites, like Hulu and YouTube, as well as popular social-media venues and traditional media.
In addition, special "Rio"-themed stickers on Chiquita bananas were created and placed on millions of bananas to generate awareness.
Within two weeks of the media campaign's launch, targeted traffic and engagement levels on the Chiquita.com Web site skyrocketed. Traffic was more than 15 times what the site had experienced during that same period the prior year -- or the amount of traffic the site received for the entire six months prior to the "Rio" campaign.
What's more, within six weeks the media campaign had generated over 400 million impressions and over half a million unique visits to the microsite -- exceeding the client's expectations.
"This is a true success story, about how an established brand such as Chiquita can successfully create a full-on integrated branded partnership with a movie ... and create a highly successful media campaign to promote that partnership," said Shattuck Groome, partner, Gotham Direct.
Founded in 2002, Gotham Direct, is a privately held media planning, buying and analytics agency with offices in New York and London.
Additional clients include 1800 Tequila, Hotwire.com, JPMorgan Chase, Gore-Tex and New York University.
Recent Marketing Daily Articles
-
Saks Fifth Avenue Rolling Out New Campaign June 19, 11:12 a.m.
Saks Fifth Avenue is debuting a new marketing campaign, which it hopes will sell shoppers on ... -
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
<Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ...
Be the first to comment on "Chiquita, 'Rio' Web Partnership Delivers Big Results"
Leave a Comment