THE KD FUN SHOP

A FACEBOOK APP THAT ASKED USERS TO #LETYOUFUNOUT BY PLAYING GAMES TO EARN A FAKE CURRENCY THEY COULD USE TO PURCHASE LIMITED EDITON KD THEMED SWAG.

The goal of the KD Fun Shop was to create a 30 day digitally driven activation that would reward our loyal KD fans with free, fun, KD-style swag. We created an online "pop-up shop" via Facebook apps that offered fans of the Kraft Dinner page a limited numbers of exclusive items to purchase each day in exchange for their participation. The catch? Fans "paid" for the item with by playing games and completing special cheesy challenges issues by the brand. 

The KD Fun Shop Facebook app and was made up of a gallery of KD items and two macaroni and cheese themed games, Noodle Chomp and Noodle Blaster. In KD Noodle Chomp, fans were asked to physically chop at noodles as they flew across the screen. The more noodles you chomped, which was captured by a specially designed facial recognition monitor, the more "cash" you earned for swag. Fans who did not have a webcam could play KD Noodle Blaster, an arcade style point and shoot game using a ketchup bottle to blaster falling noodles. A remarkable 52% of fans who participated in the games shared their experience online via social media networking sites like Facebook and Twitter. 

To promote the KD Fun Shop we organized a detailed media plan, executed across News Publications, Gaming, E-Commerce and Social Media platforms. Although we were certain the KD Fun Shop would be a true success, we could not expect the volume of fans who flocked to the Facebook app to take part in each days opening. After several days of selling out in under 60 seconds of opening, the paid media portion of the campaign was paused after delivering only 32% of planned impressions. FUN FACT: An astounding 99% of users who were shown the KD Fun Shop advertising on our Play Money Media partner selected the offer and clicked through to experience the Fun Shop. In the end, the team felt that discontinuing all paid amplification would help maintain a positive user experience and reward real KD fans. 

But we couldn't just let our Facebook fans cheese out with all the fun. In addition to the KD Fun Shop on Facebook, we executed a 10-day Twitter contest, featuring 5 #LetYourFunOut challenges for users to complete for KD items, and three physical KD Fun Shop activations in Toronto, Vancouver and Montreal.