Spotted! Consumers get a dose of fame from Jell-O
The Kraft Canada brand set up a vending machine in Yonge-Dundas Square yesterday, giving bystanders the chance to have their faces projected on a massive digital billboard.
What’s your “Jell-Oh face”? That’s the question Kraft Canada was asking Torontonians yesterday at Yonge-Dundas Square.
Amidst the plethora of advertising at the Toronto location, Jell-O had pedestrians’ faces projected onto one of the square’s massive digital boards. Consumers participated by standing in front of the brand’s vending machine and giving the face they would make when eating a cup of Jell-O. This was then captured, and seconds later, shown on the big screen. Participants were also treated to a free Jell-O pudding of their choice and coupons.
Amy Rozinsky, senior brand manager, Jell-O, tells MiC that the inspiration for the interactive vending machine, which was created specifically for the event, came from the expressions made when eating the brand’s product.
Mosaic was the agency behind the experiential stunt and MediaVest worked with the brand to place traditional advertising, created by Draftfcb, on Corus Entertainment channels and in print publications.
Rozinsky notes that in the past, Jell-O’s products were most popular with children, but since adding new flavours and formats to its range of puddings, the audience has expanded to include the whole family. And that’s why the brand has chosen to talk to Canadians about its products and the idea of the “Jell-Oh face” on family channels such as the W Network and CMT, she adds.