Robinsons has announced the launch of a £1.5m Big Fruit Hunt campaign, that will be based around an AR game, aimed at inspiring families to get active together this summer.
The campaign will run from 1st June until 2nd September and will be accessible through QR Codes on the packaging. When scanned, the codes will take users to an interactive map where they can travel to green spaces in their local area to find virtual fruit using their phones. Every piece of fruit they discover helps to fill a virtual water bottle, which enables them to collect one of over 90,000 prizes, including Robinsons water bottles and outdoor activity kits.
To amplify the campaign the brand will promote it in-store, OOH, POS, digital and social activations. They have also partnered with Heart Radio. Heart Breakfast will be running a one-week on-air promotion – the live ‘Big Fruit Hunt’ rooftop game and online competition, along with sponsored ads on weekend mornings during the summer. In addition, each month, Heart Radio listeners will be challenged to find hidden fruit on its social channels and website, with the chance of winning a family day out, plus Robinsons squash supplies.
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