Quaker Oats Company last week kicked off a six-month campaign for its granola bar line that incorporates pop star Nick Jonas, QR codes, Facebook, and online video.
If in-store customers with smart phones scan a QR code on the box of Quaker Chewy Granola Bars, they can watch a video message from Jonas on their devices. In the recording, the pop star encourages the consumer by first name to buy the product, while purchasers get a code inside the box that will get them a shareable e-card from him. While the QR code is on the back of the box, the front of the packaging targets mothers with the copy: "Send your kids a custom message from Nick Jonas!"
The box also advertises the opportunity to log onto ChewySuperstar.com/nickgreetz, where consumers can enter an e-card code from the back of the product box and then choose to send people a "Happy Birthday," "Good Luck," or "Congratulations" voice message from Jonas. The messages can be personalized according to recipients' names. The same execution can be attained by "liking" the brand on its Facebook page and entering the e-card code.
The overall effort employs StarGreetz's e-cards and personalization technology. Eric Frankel, CEO of the Santa Monica, CA-based firm, said the system acquires the user's name for the video message personalization by making an API call to Facebook's server. The user must tap an "Allow" button to view the Jonas video, while giving the campaign app permission to access his or her name.
"Social media allows us to develop a strong relationship with our consumers through direct, one-to-one engagement with our fans," stated Nidhin Mattappally, associate marketing manager at Quaker Oats' parent PepsiCo, in an email to ClickZ News. In the campaign, the marketing team "wanted to make sure that we provided a new and unique way that moms could engage with their kids. The customization element of Nick saying your name and delivering a message that was relevant for mom fit well with this goal."
