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THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

F'real Shake Run Mobile Game

Entered in Branded Content, Food & Beverage, Gamification

Objective

F’real is a blend-it-yourself milkshake and smoothie brand available in convenience stores, where the aisles are stacked high against you when it comes to separating yourself from the competition. 

Our objectives were to increase awareness among new and existing Gen Z target consumers and increase C-store customer engagement.

We looked to create an in-store experience that offers respite from burnout— a feeling plaguing our over-scheduled Gen Z audience — so they can recharge and get back in the game.

Strategy

Gen Z suffers from burnout, and looks to products that can provide respite from their hectic schedules without sacrificing convenience. We needed to transform  “blend time” (the 2-minutes it takes to blend a f’real) from an inconvenient in-store hurdle to a transporting, chill and entertaining brand experience.

Looking to increase brand awareness and connection beyond the in-store shopping moment, we developed F’real ShakeRun, a mobile game available exclusively via F’real blender screens where shoppers could play as a freshly blended f’real milkshake on a speed run through the aisles of an epic, Alternate F’reality convenience store.

Results

 

Media

Video for F'real Shake Run Mobile Game

Entrant Company / Organization Name

Demonstrate, F'real Foods LLC

Links

Entry Credits