The Robinsons Big Fruit Hunt is the new campaign for summer 2022 and beyond. It has been created to encourage families with children to get out and about and explore their surroundings. Its an engaging activation campaign that excites and rewards customers for exploring with Robinsons.
Robinsons approached us to update the existing website, so that it could support the new campaign both before and after its launch. At the heart of the new promotion is the Robinsons Big Fruit Hunt App which uses augmented reality technology to create a virtual treasure hunt that encourages you to explore together to find fruit and win exclusive prizes. Our task was to create the destination website and pages for all of the campaign marketing, that would build excitement as the launch counted down, providing all of the required information to take part.
Working with all of the key stakeholders and agencies delivering the campaign, we updated the exisiting Robinsons website to allow us to create a series of campaign pages that could be updated and replaced as required. These ranged from a splash page with a count down timer, through to content pages with FAQs and Videos to excite the audience and communicate what you needed to go to take part over the summer. The new pages utilise the campaign imagery and have expanded upon the static elements from the supermarket visuals to detail everything about the augmented reality app and describe the full consumer journey from instore, through to the website and downloading the app.
The result is a seamless consumer branded experience regardless of where you have joined the journey. The visuals are impactful and create excitement and encourage you to explore your surroundings as a family, whilst having fun and winning prizes and it supports the Robinsons 'Let There Be Fruit' brand story perfectly. The campaign is running through summer 2022, and will hopefully become a repeatable promotion in the future.
Igentics created a suite of pages to support the Robinsons Big Fruit Hunt Campaign. The options were set up in our CMS, ready for our teams to use, helping our teams quickly respond to our campaign needs.