Chiquita’s FanFun Mobile Relationship Management Success Story    October 3, 2012 Cassidy Hamilton, Chiquita Brands chamilton@chiquita.com Adam Lavine, FunMobility adam@funmobility.com

What does FunMobility Do? We help companies build fun, rewarding mobile experiences that drive brand loyalty, emotional engagement, and revenue.

Past Deployment and Clients

Mobile Relationship Management

Coupons

Surveys

Mini Games Social Conversations

News

Rewards

Store Locators

What are AppWidgets?

Coupons

Surveys

Mini Games

Social Conversations

News

Rewards

Store Locators

•  Engaging, fun and useful app components

•  Easy to create and customize.

•  Adds to any mobile app.

•  Collects unique, mobile specific data.

•  Designed for and by marketers.

•  U.S. Patent #7647076

CASE STUDY

•  The trademark logo mascot, "Miss Chiquita” was created in 1944 by Dik Browne.

•  Chiquita was the first company to brand and advertise a banana. The first Chiquita advertising took the form of 80-second cinema commercials that aired as animated shorts before movies in theaters in 1944.

•  Since the introduction of Miss Chiquita, Chiquita has developed many innovative, entertaining, & effective methods of advertising and promotion.

•  Most of these campaigns are meant to: •  Provide high-impact retail promotions for grocery partners •  Provide engagement with Chiquita customers/fans •  Demonstrate relationship with partners (i.e., Olympics, Little League)

•  Past campaigns/contests/sponsorships include: •  Sponsorship of the 1980 Winter Olympic (Lake Placid) •  Sponsorship of AYSO youth soccer in the early 1990s •  Sponsorship of the 2003–2004 men’s, women’s U.S. Soccer teams; •  Participation in American Heart Association’s Heart Check program •  2010 Chiquita Sticker Design Contest (18 winning stickers selected) •  2012 Chiquita FanFun Sweepstakes

Chiquita Brands International Background

Miss Chiquita

Chiquita Brands: A History of Engaging Marketing

•  Bananas have a 96% household penetration rate.

•  About 30% of regular shopping visits (of 5 or more items) do not include a produce purchase.

•  In the US, 85% of bananas are consumed at breakfast.

•  Brand and quality are important differentiators: ü  Chiquita has strong top-of-mind brand with consumers. Banana

lovers pick the taste of Chiquita bananas 2 to 1 over any other national brand

ü  Chiquita has a quality process perfected over the years – not every banana makes it to the store.

•  The Opportunity: Develop a promotion that leverages retailers and helps

drive traffic to retailer stores

Retail Challenges and Opportunity

•  Chiquita owns Fun – iconic brand elements that make the brand inherently fun.

•  Chiquita bananas promote an active and healthy lifestyle on the go.

•  The Opportunity: ü  Leverage the partnership with Little League to keep Chiquita

bananas top of mind for shoppers on each trip to the store. ü  Position Chiquita bananas as the “Official Fresh Snacks” Little

League Baseball & Softball to drive incremental consumption occasions to drive volume.

ü  Connect the fun of the Chiquita brand with the fun of youth baseball, including the emotional engagement among players, coaches, parents, and families.

Going Up To Bat: Little League Partnership

•  Leverage Little League Partnership to drive emotional engagement with consumers.

•  Differentiate Chiquita to drive preference for the Chiquita brand and Chiquita retailers.

•  Drive traffic to participating Chiquita Brands partner/retail locations.

•  Leverage various social media and partner (retailers, Little League) channels to stimulate Chiquita retailer traffic.

•  Keep Chiquita “top of mind” through a series of interactive games, prizing and promotions linked to Chiquita retailers.

Mobile Campaign Objectives

•  Tight timeframes: 6 weeks from project kick-off to launch. Millions of QR-coded Chiquita bananas arriving from Latin America May 1.

•  Pre-Determined Little League Schedule: Gameplay underway by project kick off; need to build momentum by the Little League World Series.

•  Multi platform requirement: App needed mainstream reach by supporting iOS and a broad spectrum of Android devices

•  Consumer Reach: Getting retailers on board to gain nationwide footprint and generate consumer reach and awareness.

•  Campaign Awareness: Required leveraging both Chiquita traditional (POS) and digital media (websites, mobile, Facebook, Twitter, etc.) to generate campaign awareness

Campaign Challenges

•  Leverage all Chiquita traffic sources available to generate maximum campaign awareness (FB, Twitter, SMS, mobile, email, online ads, QR codes, POS)

•  Deploy the FunMobility Mobile Relationship Management Suite including:

ü  FunMobility Reactor App, which leverages native iOS/Android features and dynamic HTML5 content to quickly provide an app presence

ü  AppWidget Catalog to address Chiquita campaign objectives

•  Confirm retailer participation by using customized Little

League Card Maker templates, Preferred Store Selector and Store Locator all customized to include retailer names

The Solution: Mobile Relationship Management

Introducing Chiquita FanFun    

Chiquita FanFun Mobile Sweepstakes

•  Sweepstakes to run in 11 key Chiquita regions (the “Chiquita Nation”)

•  Prizes awarded monthly in each region •  Chiquita products, sports equipment and Dick’s Sporting Goods Gift

Cards, etc.

•  Grand Prize awarded at the conclusion to one winner from all regions •  “FanFun Fantasy Favorite Team Package” (4 days 3 nights + other

prizes)

•  Individual’s chances of winning increase with points earned within the app through:

•  visits to Chiquita retailers •  app download and initial sign-up •  social media “shares” •  level of engagement with Chiquita brand in app (via trivia, games) •  alternate sweepstakes entry at www.chiquita.com/LLB

•  Timing: June 1 – August 31

Retailer Store POS    

Driving Chiquita FanFun Awareness

Smart Phone App    

POS in Retailer Stores    

Social Media Posts (Facebook and Twitter)    

QR Codes and Secondary Banana Stickers    

Integrated SMS Campaign

   

Mobile Optimized and Web Landing Pages

   

Invitation to 1.8M Little League subscribers

•  Campaign leveraged 12+ retailers

•  Point of Sale materials and QR Codes on Chiquita Bananas located in participating retailers

•  Little League Card Maker templates, Preferred Store Selector and Store Locator all customized to include retailer names

Chiquita FanFun Customization by Retailer

11 Key Chiquita Regions    

“Chiquita Nation” Regions and Prizing

Chiquita FanFun App

•  Free to download •  Available on iTunes and Google Play

Engagement and Participation Elements •  Leaderboard (Region and Chiquita Nation) •  Little Leage Card Maker co-branded with

Chiquita and key retailers •  Chiquita Trivia and Aracade games •  Chiquita Locator •  Retailer Check-In to drive foot traffic

Chiquita FanFun App

Chiquita FanFun App Demand Generation

Facebook link

Twitter link

QR Code Scan

SMS Campaign link

Mobile-Optimized Landing Page

FanFun Sweepstakes Web Page

iTunes or Google Play App Store Mobile

Banner Ad link

Little League Email newsletter link

•  Key national and regional retailer partners embraced the campaign: Over 4K retail locations displayed POS at the Chiquita banana table to promote the campaign and Chiquita bananas as “Official Fresh Snacks” of Little League Baseball & Softball.

•  45,613 Fanfun Sweeps Entries •  159,315 unique visits to the Landing Page •  31,275 newsletter sign-ups •  App launched in 6 weeks •  20% of users checked-in at a participating retailer to enter sweepstakes •  40% of users created a Chiquita-branded Little League card and shared it on

a social network •  10.7 average Trivia Game plays per user and 4 Banana Shot arcade game

plays per user •  2012 IBM LEADER Award for Excellence – Retail Engagement category

Chiquita FanFun Campaign Results

•  Enhance Chiquita and retailer loyalty through mobile loyalty program (rewards, coupons, offers, sweepstakes)

•  Build and nurture existing FanFun campaign/app customer base

•  FanFun campaign framework can be leveraged to support future Chiquita campaigns

•  Continue on-boarding additional retailers into Chiquita Locator to enhance nationwide footprint

•  Continue promoting Chiquita brand awareness through additional engagement AppWidgets (arcade games, surveys, temperature takers, photo stickers)

Chiquita FanFun Next Steps

Chiquita’s FanFun Mobile Relationship Management Success Story    October 3, 2012 Cassidy Hamilton, Chiquita Brands chamilton@chiquita.com Adam Lavine, FunMobility adam@funmobility.com

Q&A