Sep 29, 2011
Chobani Champions Goes on Tour
Chobani Champions, the flavored Greek yogurt for kids, is saluting “champions” across the country with the launch of an interactive consumer campaign based on Chobani’s “Nothing But Good” philosophy. The promotion will encompass a bus tour, mobile technology and social media, among other elements.
“At Chobani, we believe that being a ‘champion’ is more than just about eating right,” explained John Heath, VP of new ventures and innovation at Norwich, N.Y.-based Chobani, the top-selling yogurt brand in the United States. “Champions are imaginative, active, courageous and caring – the four pillars of our kids’ brand.
The Chobani Champions bus will engage with consumers at stops along the East Coast. As well as providing opportunities for people to sample products, the local market events will enable interaction via augmented reality and mobile technology such as a “photo booth.”
The brand has also joined forces with Washington-based KaBOOM! to give Imagination Playground in a Box sets to local communities in three cities along the bus route. Created by architect David Rockwell, the innovative playspace concept lets kids develop their own course of play using uniquely designed foam blocks in a range of shapes and sizes, with interconnecting loose parts. The playground set, which comes in two lockable metal storage boxes, can be used to build and rebuild in endless configurations. KaBOOM! and Chobani are also jointly supporting the “Save Play” campaign to provide places to play for 1 million children this year.
In these ways, the yogurt brand and the nonprofit organization will “advance our shared belief that regular outdoor play is critical to a child’s health and well-being,” said Darell Hammond, CEO and founder of KaBOOM! “As a result of their generous donation, we are one step closer to making sure every child in America has a great place to play.”
The Champlify mobile application, available now on Android and iOS, provides a digital destination where parents and kids can take part in activities to win trophies and rewards. The app challenges users through a series of regular activities designed to embody each of the four pillars of being a Champion -- Imaginative, Active, Courageous and Caring -- while offering bonding and mentoring opportunities for parents.
Finally, beginning in October, collectable ChampTag medals will appear under the lids of individual Chobani Champions’ yogurt containers. Each specially designed ChampTag medal bears a unique code that brings the image to life in 3-D when viewed using the ChampVision mobile application. Additionally, users can complete challenges to garner more trophies when the ChampTag is unlocked.
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