Dannon Danimals

"Monsters University" Promotion

DANIMALS LAUNCHES A “MONSTEROUSLY” FUN CONTEST

Dannon Danimals requested a mini-site that would allow consumers to learn about their on-pack promotion. One component of the promotion allowed the five winners to choose part of their adventure. We wanted to entice users to buy (or ask Mom for) more product via bringing to life the excitement of winning these customized adventures.

Since this could be a combined target of Mom and kids, we wanted to amp up the fun, but still make everything as easy to follow as possible. Leveraging lots of the Disney Monsters assets (while still following the rules that Disney/Pixar assets needed to have their own space), we created a small site big on engagement. 

Visitors to the site were able to discover prize details as Mike, Sully and other favorite characters peered from the pages. Iconic visuals added to the fun by showcasing prize options that ranged from a trip to the Intrepid Museum to a visit to the Statue of Liberty.

To drive traffic, we recommended and created online banner ads to maximize awareness of the on-pack promotion. In addition to creating a monster of a good time on a limited budget, we engaged users with prize details and encouraged purchase.