On 9 September Clif Kid, the Clif Bar owned food brand, aimed to engage younger consumers and inspire confidence in kids with a back-to-school campaign fronted by 13-year-old professional skateboarder Sky Brown.
The Team GB Olympic medallist fronts a mobile augmented reality experience which enables children to wear Sky Brown’s own helmet in photographs and videos via a digital filter.
Three animated GIFs available on mobile devices feature Brown, her helmet and her personal ‘Sky is the Limit’ motto.
Plus, participation is incentivised by offering a limited number of ‘sponsored kids’ packs featuring two Brown-inspired stickers – one featuring Brown’s ‘Sky is the Limit’ motto and the other an image of her demonstrating a ‘Frontside Air’ move – created in a colourway inspired by a beach sunset inspired by her favourite skate park in Venice, California and a box of Zbar Iced Oatmeal Cookies with limited-edition packaging.
The brand is encouraging students to put these stickers on their school materials to further drive brand awareness as kids return to in-person classes and the packs are being distributed each Wednesday through September to children whose parents sign up through CLIFKidSkyIsTheLimit.com.
Parents can sign up for a sponsorship by submitting their email on a microsite, which could provide Clif key first-party data to inform future targeted campaigns.
Timed to inspire confidence through the force of nature that is Sky Brown (with a hint of her high energy and medal winning skills), the initiative launched to support the back-to-school period which is often a particularly stressful time for kids – especially younger children who are Clif Kid’s main target consumers.
Comment:
The campaign is an example of the energy food brand using mobile technology and gift incentives to engage with parents by supporting their children during an uncertain school year.
Boosting children’s confidence during this year’s back-to-school season is partoicularly vital considering the continued spread of Covid-19. Indeed, 92% of parents believe their own children need extra support this school year (as per a survey by Meredith Corporation).
AR activations have become an increasingly popular and effective method for marketers looking to create interactive branded experiences – especially for younger age groups.
The tech can be both engaging and attention-grabbing and are highly socially shareable.
While an increasing number of young athletes – from young teens like Brown to college athletes – are receiving legitimate sponsorships from brands, this Clif Kid’s sponsorship is initially a one-off, nominal partnerships aimed at fuelling children’s imaginations.
Sky Brown herself is a Nike ambassador and has fronted previous campaigns like ‘Playlist‘ for the sportswear behemoth and Visa’s ‘Do Your Part‘ delayed Olympic initiative.
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