Chobani Champions: Tour Bus

This is the first integrated marketing campaign for Chobani Champions – the first Greek yogurt made for kids by the makers of the top-selling yogurt in the U.S. – from Brooklyn creative agency Big Spaceship. At the 'Life is Good Festival' this past weekend in Canton, Massachusetts, Chobani Champions debuted its new bus tour and digital marketing efforts, highlighting the use of augmented reality to engage consumers with the brand in new ways.

The Champions campaign is a robust activity and engagement platform inspired by Chobani's "Nothing But Good" philosophy. For Chobani, being a 'Champion' is more than just winning – it's about how you see the world, the people around you and how you bring that vision to life.

Consumers will have the opportunity to directly engage with the brand across numerous touch points: Champions Tour Bus: The Chobani Champions mobile bus will tour the East Coast. In addition to product sampling, the bus has been designed by Big Spaceship to allow consumers to engage with new augmented reality and mobile interactions. The brand has also partnered with KaBOOM!, the national non-profit dedicated to saving play for America's children, to donate Imagination Playgrounds in three cities along the way.

Champlify Mobile App: Chobani's new mobile app encourages parents and children to share the online experience together with activities that bring to life the four pillars of being a Champion: Imaginative, Active, Courageous and Caring. From fun, healthy physical activities to creative acts of kindness, Champlify gives parents and kids a digital outlet to connect, unlocking trophies and rewards along the way. Champlify also offers ChampVision, an augmented reality viewer that brings the product lids to life in 3D. Not only will children be able to collect medals and trophies, when at the Champions Bus, they can take special AR photos with the bus. ChampTags/Packaging: Beginning in October, shoppers will find a collectable ChampTag underneath all Chobani Champions lids. Each specially designed ChampTag contains a unique augmented reality code that comes to life in stunning 3-D when viewed using ChampVision.
ChobaniChampions.com: In addition to sharing product and nutrition information, this comprehensive website allows users to explore what it means to be a Champion through interactive components.

Social Media: Chobani is known for its hands-on, authentic social media approach, which will complement this robust campaign by encouraging consumers to share and discuss their experiences with the Champions platform.