Case Study: Chiquita "Minions Love Bananas"

Everybody loves Minions, and Minions love bananas. With the Minions feature film set on a course for global domination of the box office this summer, produce giant Chiquita needed a new and innovative way to capitalize on their partnership with Universal Pictures leading up to the release of the film. It wasn’t enough to simply equate the banana-loving Minions with the Chiquita brand, this campaign needed to redefine Chiquita’s relationship with its mobile audience, capturing new leads and driving sales with fun & addictive content designed to support the entire customer journey — both in and out of the store.

The goals were simple: Amass an army of target-demographic leads for Chiquita’s newly-revamped, mobile-first CRM efforts, and drive a whole new dimension of value for the product — bananas — by integrating a layer of digital engagement and content into Chiquita’s shopper marketing collateral.

Creative Strategy

The campaign was conceived around a marriage of three ideas. First, medical-grade image recognition technology was used to bridge Chiquita’s physical shopper marketing with in-store mobile engagement. 32 different collectible Minions stickers were mass produced and placed by hand on millions of bananas. Every new sticker shoppers scanned with their phones unlocked instant prizes & content.

Second, a new mobile-first “Minions Love Bananas” website was created for the upcoming film — functioning seamlessly on both mobile and desktop without an app — featuring a sandbox of interactive experiences to engage the target demographic of moms and their families: arcade games, greeting card makers, interactive recipes, and a fun tournament where users could vote for their favorite Minion. Visitors were rewarded for every activity completed.

Lastly, a prize engine was created with custom logic to power an instant win sweepstakes where “everybody wins.” This sweepstakes structure unified every facet of the campaign, rewarding users every time they engaged with the website or scanned a sticker. In addition to a limited supply of more traditional prizes (a grand prize vacation to London, movie merchandise like water bottles and bath towels), consumers could also win an unlimited supply of mobile-first digital content (wallpapers, videos, activities). These digital prizes allowed the campaign to scale up to any size with negligible additional cost to the brand.

To promote retention and re-engagement, users could only win up to four prizes an hour, meaning they had to return to the site over and over again all summer to continue playing.

Execution

From the inception stage, the campaign was created to be truly “mobile-first” — not just from a design standpoint, but from a strategic one as well. Every decision made around the art, technology, and engineering involved was based on the understanding that modern “connected shoppers” engage with brands like Chiquita primarily through their mobile phones.

In addition to providing an avalanche of earned and organic traffic (90% of opt-ins came from earned and organic sources), the campaign’s overall sweepstakes structure was ideal for generating leads within Chiquita’s target audience of mothers with young children. The demographic breakdown for habitual sweepstakes entrants matches perfectly with the users the brand hoped to reach, and it paid off: 75% of traffic came from women, and 63% of traffic came from users in the perfect age range to be parents with kids at home. When it came to repeat engagement and lead capture, women were more than twice as likely to opt-in for future marketing, or to pay the site a return visit.

Chiquita’s mobile audience loved the Minions campaign — almost as much as they love the adorable little creatures who inspired it. The website saw a return rate above 50%, with 20% of unique visitors signing up to receive rewards. Of that audience, 55% opted-in to receive ongoing marketing from Chiquita in the form of a newly-revamped email and SMS CRM program.

Average session length was 4 minutes, 19 seconds — unsurprising when you take into account the fact that 10% of all unique users participated in more than 100 engagement events within the first 3 weeks of the campaign. To date, a total of 797,993 prize-redeeming activities have been completed.

By leveraging mobile as a vector to deliver digital content to the in-store shopper, Chiquita achieved unprecedented differentiation from its competitors in the retail space, giving shoppers a tangible reason to choose retailers who stocked Chiquita produce.

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