Make Your Face a Maynards

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Title

Make Your Face a Maynards

Advertiser:

Kraft

Year:

2011

Source:

Media Innovation Awards

Product Category:

Consumer Packaged Goods

OOH Format:

Digital, Indoor

Country:

Canada

Objective:

To bring Maynards back to the top of consumers’ minds in a cluttered confectionery category.

Target Group:

  • Generation Y (born in the 1980s and 1990s)
  • Consumers expecting instant gratification when entering a contest
  • Consumers reluctant to engage in promotions

Strategy and Media Used:

The campaign invited consumers to create candy versions of themselves in an easy and instant way, with the winner’s face actually replicated as Canada’s next candy. Augmented Reality units were installed across Canada in three major malls. The units instantly recognized the presence of a face and then transformed it into a Maynards candy. Users were able to customize their candy by choosing one of four flavours and could submit their photo and provide an email address to receive it. They were then prompted to visit the Maynards Facebook page, interact with the app and enter the contest to be Canada’s next Maynards candy. Other executions included TV, OOH, interior transit, cinema posters, interactive digital boards, online banners and promotional packaging. All roads led to Maynards’ Facebook page where consumers could upload a picture of their best candy face and turn their face into a Maynards candy.

Results:

After only two weeks in market, the units clocked a total of 7,177 interactions and delivered 3,040 e-mails to users. They also helped drive Maynards’ Facebook page likes to more than 19,000 in three weeks (an increase of 34%).