Make nutrition the game
Players filled cups with nutritious ingredients while avoiding junk food, so the brand's value was the rule set of the game itself.
Social gamIFICATION
Del Monte Foods
Flavor BOOM! game
I used gamification on social media to help Del Monte Foods introduce two new fruit cups—Pear Vanilla Spice and Apple Pear with Caramel. We created an interactive experience that turned nutrition into something fun and shareable.
Overview
The brief, in full.
The Flavor BOOM! Facebook game let players fill cups with nutritious ingredients while actively avoiding junk food, making nutrition the mechanic of play.
Players challenged friends and shared progress across Pinterest and Twitter, so the launch traveled through the networks people already used.
Built around the new Pear Vanilla Spice and Apple Pear with Caramel fruit cups, making for a fun and successful viral gamified campaign.
The Challenge
What needed to change.
Introduce two new fruit cup flavors to audiences in a crowded snack aisle by giving people a reason to play and recruit friends.
The Approach
How the work moved.
Challenge and share
Players challenged friends and shared across Pinterest and Twitter, letting the launch ride the networks people already used.
Launch through play
Centered the game on the new Pear Vanilla Spice and Apple Pear with Caramel cups so each play introduced the product.
Outcome
The result.
Flavor BOOM! introduced Pear Vanilla Spice and Apple Pear with Caramel fruit cups as a viral gamified campaign, with players sharing nutrition-forward play across Pinterest and Twitter.
Creative DirectionConceptualizationDevelopment
Selected Work
Project gallery.
