Fruit company Chiquita has partnered with Universal Pictures to market the Minions movie with an interactive mobile campaign that uses scannable labels on their bananas to engage consumers.

The campaign saw branded labels on Chiquita bananas incorporate a scannable element that would enable shoppers to win prizes, play games and share personalised content with friends, all without the need to download an app.

“The campaign was conceived around a marriage of three ideas,” said Kevin Almedia, mobile marketing strategist at FunMobility who created the campaign. “First, medical-grade image recognition technoligy was used to bridge Chiquitas physical shopper marketing with in-store mobile engagement.

“Second, a new mobile-first Minions Love Bananas website was created for the upcoming film, featuring a sandbox of interactive experiences to engage the target demographic. Lastly, a prize engine was created with custom logic to power an instant win sweepstakes where everybody wins.”

According to Chiquita, the promotion resulted in a 7.1 per cent improvement in overall, and 20 per cent of people who scanned Chiquita labels opted to receive prizes, with over half of those opt-ins subscribing to the brands newsletter for future communications.

Universal Pictures also partnered with Amazon, creating custom shipping boxes branded around the childrens film, marking the first time ever a non-Amazon ad has appeared on the retail giants packaging.