Best Food Industry Integrated Ad Campaign

The teens in our Krave demographic are chocolate lovers who live in the ‘Now’ and want to devour all that life has to offer. Our goal with the Movie Maker app was to build excitement for Krave and delight teens during their summer “movie-centric” months. Users can make their own Chocovore movie (a Chocovore is a character from Krave TV commercials whose mission is to trick, trap and devour its chocolate prey) by picking a theme, a trick and a trap. Then they can create a title and add music. The mini movies that result can be shared with friends, encouraging them to visit and make their own blockbuster. The online ad units that drove to the app used movie-themed scenarios to quickly demonstrate the lengths a true chocolate lover will go to in order to satisfy his/her/its chocolate cravings.

NOTE: You must first “like” the Krave Facebook page to use the Movie Maker app.

Contributors:

BIGGS|GILMORE

Location: USA