As they get ready to celebrate 40 years, Kinder Canada has launched its new “Unwrap a Smile” campaign which features a custom-built, interactive photo/video KINDER Smile Booth that’s aimed to to create surprises and smiles. While your photo i taken, a KINDER SURPRISE egg drops into the hands of consumers and—FLASH!—a moment of smile and surprise is captured in a photo strip. This strip can be customized in the booth and shared with friends and family via social networks with #kindersmiles, and through email. The KINDER Smile Booth program kicked-off at the Eaton Centre from August 17 and runs till August 28, and the CNE Kids’ Area on August 30, 31and September 1.
A number of components were used to create the campaign, pictures shared on Instagram or Twitter using #kindersmiles will appear on a digital billboard in Toronto’s own Yonge-Dundas Square among other hot spots around Toronto, adding a way to see moments of joy captured on a big screen—unwrapping even more smiles. Other digital billboard locations include: 10 Dundas, Yonge & Dundas, Steeles w/o Dufferin, Spadina & Dundas, York Mills e/o Leslie and Wilson Avenue e/o Weston Road.
To extend the messaging across Canada digitally, Kinder taps into Facebook with its KINDER Canada fan page where the goal is to unwrap more smiles across the country by enabling users to create a virtual photo strip that can be shared with their community and friends using #kindersmiles. KINDER will communicate highlights throughout the program to its existing 200,000 fans via promoted posts as well as additional campaign support with Twitter and Facebook ads. Mobile ads were also created to messaging via geo-fencing technology that serves banner ads to people nearby.
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Agencies Behind “Unwrap a Smile” Campaign:
Public Relations – Hill+Knowlton Strategies
Social Media/ Influencer – Hill+Knowlton Strategies
Media Buying – Touché
Experiential – Black Chalk Marketing
Kinder Canada is also looking to break a GUINNESS WORLD RECORDS record for the most number of people unwrapping chocolate simultaneously at the CNE on Saturday, August 30, 2014 at 10:30 a.m.