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The Power of Magical Marketing


We’ve talked before about how important it is for brands to make personal connections with their customers and clients. It was beyond challenging to stay connected during a global pandemic that left us more-or-less isolated for the last year. Companies looked to digital resources and virtual platforms to bond and continue to build relationships with their target audience.

We’ve also talked about how important it is for brands to serve the common good, whether that be through charitable donations, inclusive campaigns, or even just standing up for justice. With all the choices customers have, many of them are looking to support companies that align with their beliefs and are actively working to better the community.

A good example of a company that does both of these things well, is Keebler.

The Keebler Company is a cookie manufacturer that also produces and markets multiple types of baked snacks. A recent campaign from Keebler takes shoppers through an interactive experience that will teach them more about Keebler cookies and the Make-A-Wish Foundation.

One experience offered is an animated video that features a Make-A-Wish child, Jessica, recounting her wish experience. Jessica is seven-years-old and has a nervous system disorder. During her wish, Make-A-Wish partnered with Keebler to bring her dream alive — to become the “queen” of Queen City (Charlotte, North Carolina).

Shoppers can activate this virtual world by scanning QR codes on packages and displays of their product. Once activated with a mobile device, the shoppers will be taken into the digital Keebler world.

Alicia Mosley, Keebler vice president, explains to MediaPost that the campaign is “really about engaging the consumer through their shopper journey as we modernize the brand and the act of giving with Make-A-Wish.”

And they took the act of giving to heart. Just in the last year, Keebler has donated close to $750,000 to Make-A-Wish!

Mosley shares that “it’s what our brand stands for — and that is creating moments of joy and magic.” What a wonderful role model Keebler is for those in the industry.

To learn more, scan a QR code during your next grocery store trip! (And wear your mask.)

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