By Mara Whitten
The project. Lunchables wanted to create a buzz around its new fruit combinations with multimedia storefront displays in locations across Chicago, Los Angeles and New York City.
The companies. Kraft One turned to the creative agency Razorfish to develop the campaign’s concept. Monster Media , a multimedia company from Orlando, Fla., brought the vision into reality by programming and installing the interactive content, as well as printing and installing the large format vinyl graphics.
The task. The graphics had to draw consumers in from the street and give them a “taste” of the new fruit offerings, all while promoting the Lunchables brand.
The challenge. As the campaign launched in multiple locations and under tight deadlines, clear communication was critical. The printed elements had to accurately represent what consumers would see on the interactive screens.
The solution. Monster Media printed and installed nearly 2,500 square feet of boldly colored vinyl. Since the campaign ran throughout three major markets, a mix of HP and Vutek solvent-based printers were used. Installation took a day at each location and went off without a hitch. The intelligent installations featured augmented reality technology that placed various pieces of fruit over consumers’ faces—matching the graphics—and snapped their photos. Saved photos were then transferred to an oversized LCD wall of fruit faces.
The result. More than 85,000 consumers stopped at the five storefronts to take their photos and 19,218 submitted photos for the wall. For every submission, 10 pounds of fruit were automatically donated to the consumer’s state of choice with the help of Feeding America .