Page 39 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS SILVER

Planters An experience centered on the new Smart TV was built at

NUTrition , key retailers in each market, including a demo of Angry
Peanut Butter Birds controlled by voice and gestures. But how could we

Kraft Foods physically move people from the comfort of their own
Starcom Media living rooms to ours? They would speak to them when

Vest (Global) they were already at or near the retail location. And they

It’s hard to improve sought to speak to the right people - tech enthusiasts and
on something
early adopters, those that would be most excited about

as perfect as peanut butter. Kraft decided to meet
Samsung’s Smart TV innovations. Using geo
that challenge by formulating a delicious version for -fencing technology to identify tech enthusiasts that

active adults, adding extra ingredients like granola and frequent electronics stores across the US, UK and Canada
berries, resulting in a protein-packed fuel called Planters based on their mobile devices’ historical location data.

NUTrition. Kraft knew our health enthusiast audience Using the same geo-fencing technology, they connected
was diet conscious, active and inherently mobile. A fresh with this audience through their smartphones only when

take needed to be introduced on an old staple. Kraft they were at or within 5 miles or 8 kilometers of a key
retailer. Once within proximity, they were served a mobile
partnered with Zipcar for the centerpiece of its mobile
execution. The “Daring Detours” program began with a message inviting them to test out this new living room

curated collection of exciting itineraries in each of Zipcar’s experience with the Samsung Smart TV.
14 cities. To fuel the campaign, Zipcar brand ambassadors
Subway, The 4
distributed NUTrition Peanut Butter samples and “Ticket
to Adventure” stubs were placed in vehicle cupholders. to 9ers,

Nearly every Zipster uses a smartphone, and those who MediaCom
snapped the corresponding QR tag on the stub entered (Local)

the “Daring Detours” mobile experience. Kraft offered Subway, the world’s
largest restaurant
suggestions for active hot spots such as trampoline
parks, rock-climbing gyms and zip lines. People who chain, is known for

participated also found a downloadable digital coupon
going far beyond
for NUTrition. Participants posted photos of themselves the media buy

on Instagram with hashtags #NUTritionPB and #zipcar
with its fresh take
to earn a $25 account credit and the chance to win a
on content. For years, they’ve made sure each branded

free Zipcar for a year. Kraft reached overlapping social integration passes a rigorous set of ilters: Does it make
media-ready communities that hadn’t been the focus
sense with all our other content initiatives? Does it show

of their client’s marketing strategies. DaringDetours.
a true brand beneit? Is it seamless and non-intrusive?
com earned more than 10,700 unique visitors, spending The result: dynamic, customized content that is way

approximately 1:30 minutes per visit. Judging by these more than your garden variety product placements. To
reach a wide variety of targets, we’ve presented the brand
results, Kraft is well on its way to achieving the annual
goal of 4% trial rate among health enthusiasts.
across multiple platforms, including sports like NFL and

ESPN and television. The 4 to 9ers” launched as a Hulu
Samsung Smart TV, Smart- Spotlight series with six 10-minute episodes, and the

Fencing
critics raved. TubeFilter called it “funny, entertaining”
Starcom Media Vestl (Global)
and “charming sitcom” that “only really feels like an ad

With motion and voice control built in, the when the characters from the show appear in Subway ads
Samsung Smart TV is the most advanced before each episode starts.” It was extended the series on

TV on the market, truly embracing today’s YouTube, Facebook and Twitter with 35 “bonus content”
episodes for fans to dive deeper into the characters
immersive technology lifestyle. The only
problem is people typically only buy a new and story – showing how the characters got their jobs,

TV every 5 years. The question became, behind the scenes, even favorite dance moves. “The 4
how could Samsung drive excitement
to 9ers” became the #1 scripted short comedy on Hulu,

for an immersive TV experience in a with an astonishing 12 million views and counting. The
consumer’s non-immersive living room? By getting them
impressions translated directly to a $500 million+ media

out of their own living rooms and into Samsung’s. That value. Most importantly, teen trafic YTD is up 19%. With
is exactly what they did with the irst ever global smart- a dedicated “The 4 to 9ers” YouTube channel, Facebook

fencing mobile campaign. People today expect immersive page, Twitter handle and social outreach program,
Subway has become a natural part of the conversation
technology experiences. In fact, 86% of people who buy
Samsung Smart TVs irst experience them in a retail and in fact topped the chart of brands for its online social
currency.
environment. So that’s exactly what they made happen.

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