VidCon, the celebration of online video culture, saw an interesting confluence of traditional snack brands, digital influencers, and the power of experiential marketing. Freeman, a global leader in brand experiences, was instrumental in bringing these elements together to create a unique and unforgettable brand experience for General Mills‘ popular snack lines – Gushers and Fruit by the Foot.
Giant Guess Who: The Power of Personalization
Imagine walking into a gigantic “Guess Who” game board, where the faces you’re guessing aren’t fictional characters, but your favorite YouTubers. Freeman designed this memorable experience for VidCon attendees, using the classic game of Guess Who. The game featured popular YouTubers including Louie Castro, Quen Blackwell, Brent Rivera, and Ranboo. This was more than a game; it was a highly personalized, interactive, and dynamic experience that leveraged the power of recognition and relatability. The result? A visceral connection with attendees that transcended traditional marketing tactics.
This innovative approach showcases how brand customization can significantly enhance audience engagement. The YouTuber themed “Giant Guess Who” embodied the brand’s story in a way that made it fun, interactive, and emotionally connected to attendees.
Gushers’ Lounge: Comfort Meets Interactivity
Freeman then used its experiential marketing prowess to design a space for the Gushers side of the General Mills booth. This lounge area was a seamless blend of comfort and interactivity – from bean bags that invited visitors to sit and relax to an integrated “Zap-a-Mole” game that promised hours of fun.
The “Zap-a-Mole” game seamlessly ties into Gushers’ messaging by emphasizing the brand’s fun, playful, and energetic character. Much like the unexpected burst of flavor in every piece of Gushers candy, “Zap-a-Mole” is all about surprising and fast-paced enjoyment. The game invites attendees to experience the thrill of quick reactions and high energy, mirroring the burst of excitement that Gushers provides. By customizing the game with Gushers’ vibrant colors and incorporating a Snapchat QR code, Freeman created an experience that is both physically engaging and digitally relevant, encapsulating Gushers’ modern and playful brand personality.
Fruit-by-the-Foot: “Time to Unwind”
Fruit-by-the-Foot also used the booth as a dynamic showcase for its brand reimagining. A fully branded prize crane game filled with Fruit-by-the-Foot candy invited visitors to unwind and play, aligning with the brand’s slogan, “Time to Unwind.”
The booth served as a reflection of Fruit-by-the-Foot’s fresh look, transforming the brand experience from simple consumption to an engaging story of unwinding and enjoying life’s little moments. The physical presence of the brand elements, tied into the interactive game, gave a tactile dimension to the brand’s narrative, helping it form a deeper connection with the audience.
Lessons in Experiential Marketing
In our hyper-connected digital world, successful marketing extends beyond merely presenting a brand’s products or services. As Freeman demonstrated at VidCon, it involves crafting memorable experiences that resonate with the audience. Through the use of personalization, integration, and vibrant branding, Freeman enabled Gushers and Fruit by the Foot to narrate their brand stories and showcase their fresh looks in a uniquely interactive manner.
In essence, Freeman created an environment where attendees didn’t just consume the product, but lived the brand and its story. This underscores the essence of experiential marketing: it’s not just about the product; it’s about the experience the product offers and the story that experience tells.
Freeman’s approach confirms that the future of marketing is in leveraging the power of customization, integration, and strategic branding to create authentic, unforgettable experiences that tell a brand’s story in the most impactful way possible. As we continue to blur the lines between the physical and the digital, brands need to evolve beyond conventional strategies and redefine how they engage with consumers. They need to let them experience the brand story.
Freeman is a global leader in brand experiences, with a history spanning more than 90 years. Renowned for their innovative approach, they use event and experiential marketing to bring brands to life and create memorable interactions. Leveraging state-of-the-art technology and creative thinking, Freeman crafts immersive experiences that connect brands with their audience in a powerful and meaningful way.
VidCon 2023 served as the global hub for digital video and online creators, uniting fans, creators, and industry leaders in Anaheim. The event shone with interactive sessions, performances, and unique brand activations. Balancing traditional and digital elements, VidCon 2023 embodied the future of digital content in a vibrant, immersive setting.
Gushers is a fun and iconic fruit-flavored snack brand owned by General Mills. Known for its unique gushing center filled with fruity juice, Gushers has been a beloved snack for kids and adults alike since its introduction in 1991. In recent years, Gushers has embraced a brand refresh, bringing a new vibrancy to its identity while still delivering the bold, exciting flavors that fans love.
Fruit by the Foot is another popular snack brand under the General Mills portfolio. This fruity snack, characterized by its fun, unrolling nature, has been offering a playful snacking experience since 1991. The brand carries the ethos of “Time to Unwind,” reflecting its commitment to providing a lighthearted and fun break from life’s fast pace. In line with the ever-evolving market, Fruit by the Foot has revitalized its look, infusing a fresh energy into the brand while still retaining its signature fun and playfulness.
