Kraft had launched a new campaign with a new jingle, and wanted a unique and innovative approach to engage the consumers to increase its awareness. They approached us to produce an app that not just promoted the new jingle, yet at the same time connected to the audiences.
We created a karaoke app that promoted the jingle in a fun way while users had a chance to win some goodies. App users were prompted to listen to the Jingle and then sing it. The app then compared the voice and modulation of the jingle sung by the user to the original jingle.
The closest matched voices walked away with products from Kraft, as well as the opportunity to be included in Kraft’s next campaign.