Mondelez Leverages Holographic Displays at Shelf
Mondelez International and News America Marketing (NAM), a publisher of coupons in the United States and Canada, that produces billions of coupons annually, announce the launch of a new in-store vehicle which will support a nationwide campaign around soccer.
Holographic Display is a high-definition image projection that creates the realistic illusion of a 3-dimensional moving object, with an optional audio component. This revolutionary in-store vehicle will be displayed in U.S. grocery stores, and Mondelez International is the first company to make use of it in the U.S. grocery market by leveraging the displays for its massive multi-brand 2015 soccer campaign, #PassTheLove.
Holographic Display creates the illusion of a floating advertisement, and can be seen in the aisle, expecting to allow brands to break through the clutter. Mondelez International brands RITZ, TRIDENT and CHIPS AHOY are the Official Snacks of U.S. Soccer, and these interactive displays are being used to reinforce the authentic connection between snacks and the sport of soccer. The Holographic Display for Mondelez International will consist of a rotating, 3-dimensional soccer ball that introduces consumers to the iconic snack brands with the help of a superstar U.S. Soccer athlete.
The technology represents a first for Mondelez International in-store, and the company sees it as a seamless fit with the #PassTheLove campaign. The program is the company's largest multi-brand effort to date, and one that is grounded in engaging with consumers through interactive digital and social media activations. During June and July, consumers and fans everywhere are invited to share a message of support for the U.S. Women's National Team at PassTheLove.com, where submissions are gathered on a Digital Fan Wall of support and consumers can win instant prizes for participating.
"Our snack brands are leaders in finding creative ways to interact with consumers in real time through digital technologies, and we're excited to bring our #PassTheLove campaign to life in such an engaging way at retail during a time when the entire country is buzzing about the sport of soccer," says Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services at Mondelez International.
With the ability to provide both audio and visual, Holographic Display gives brands the power to stand out from their competitors. In a recent survey, 41 percent of participants said that they made a purchase they were not planning to make after hearing a point-of-purchase message1, and similar consumers said videos about a product made them 144 percent more likely to add that product to their cart2. Participants surveyed also indicated greater remembrance of multi-dimensional products, and were more willing to make a purchase when interacting with a 3D visualization3.
News America Marketing's Holographic Display program for Mondelez is currently running in select Price Chopper, K-Mart and Food Lion stores.
1 In-Store Audio Marketing Research/Case Studies. SensoryMax. http://www.sensorymax.com/in-store-audio-marketing/research-in-store-audio.html. (Among those who recall hearing point-of-purchase audio while grocery shopping)
2 Internet Retailer. March 2011. http://www.internetretailer.com/2011/03/07/product-videos-raise-purchase-likelihood-stacks-and-stacks.
3 DeBoer CN, Verleur R, Heuvelman A, Heynderickx. Added value of multiview autostereoscopic year 3-D display for advertising in a public environment. Displays 31(1):1-8 2010.
Holographic Display is a high-definition image projection that creates the realistic illusion of a 3-dimensional moving object, with an optional audio component. This revolutionary in-store vehicle will be displayed in U.S. grocery stores, and Mondelez International is the first company to make use of it in the U.S. grocery market by leveraging the displays for its massive multi-brand 2015 soccer campaign, #PassTheLove.
Holographic Display creates the illusion of a floating advertisement, and can be seen in the aisle, expecting to allow brands to break through the clutter. Mondelez International brands RITZ, TRIDENT and CHIPS AHOY are the Official Snacks of U.S. Soccer, and these interactive displays are being used to reinforce the authentic connection between snacks and the sport of soccer. The Holographic Display for Mondelez International will consist of a rotating, 3-dimensional soccer ball that introduces consumers to the iconic snack brands with the help of a superstar U.S. Soccer athlete.
The technology represents a first for Mondelez International in-store, and the company sees it as a seamless fit with the #PassTheLove campaign. The program is the company's largest multi-brand effort to date, and one that is grounded in engaging with consumers through interactive digital and social media activations. During June and July, consumers and fans everywhere are invited to share a message of support for the U.S. Women's National Team at PassTheLove.com, where submissions are gathered on a Digital Fan Wall of support and consumers can win instant prizes for participating.
"Our snack brands are leaders in finding creative ways to interact with consumers in real time through digital technologies, and we're excited to bring our #PassTheLove campaign to life in such an engaging way at retail during a time when the entire country is buzzing about the sport of soccer," says Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services at Mondelez International.
With the ability to provide both audio and visual, Holographic Display gives brands the power to stand out from their competitors. In a recent survey, 41 percent of participants said that they made a purchase they were not planning to make after hearing a point-of-purchase message1, and similar consumers said videos about a product made them 144 percent more likely to add that product to their cart2. Participants surveyed also indicated greater remembrance of multi-dimensional products, and were more willing to make a purchase when interacting with a 3D visualization3.
News America Marketing's Holographic Display program for Mondelez is currently running in select Price Chopper, K-Mart and Food Lion stores.
1 In-Store Audio Marketing Research/Case Studies. SensoryMax. http://www.sensorymax.com/in-store-audio-marketing/research-in-store-audio.html. (Among those who recall hearing point-of-purchase audio while grocery shopping)
2 Internet Retailer. March 2011. http://www.internetretailer.com/2011/03/07/product-videos-raise-purchase-likelihood-stacks-and-stacks.
3 DeBoer CN, Verleur R, Heuvelman A, Heynderickx. Added value of multiview autostereoscopic year 3-D display for advertising in a public environment. Displays 31(1):1-8 2010.