Monday Mashups: Chobani Virtually Brings a "Giving Tree" to Life

To celebrate its 10th anniversary this year, yogurt brand Chobani recently launched a new campaign called “One For All,” with the purpose of thanking consumers and gaining new fans by offering a printable coupon for a free cup of yogurt, accessible on the brand’s website. As someone who eats Chobani Berry Greek Yogurt almost every morning, this coupon is the real MVP!

Chobani, which set a campaign goal of distributing 10 million cups, also incorporated an experiential element by hosting a public, multi-sensory installation in New York. The brand’s “giving tree,” which came to Grand Central’s Vanderbilt Hall February 12, invited passerby to “plant” virtual seeds to help “grow” a massive, digital fruit canopy. We've never seen anything quite like it!

The installation, which was produced by Chobani’s in-house team along with experiential marketing firm Hush, featured a base with sensory buttons in different colors. When guests pressed any of the buttons, a light evoking a “seed” shot up through the tree’s “trunk.” When the light hit the canopy overhead, new animated fruit bloomed from the center. Each type of “seed” corresponded to a Chobani flavor, and the addition of fruit to the canopy was meant to mimic the brand’s evolution from a five-person company to one of America’s most well-known yogurt brands. What a clever way to celebrate!

To add in a charitable element to the activation, every time a “seed” was planted, a case of yogurt was donated to No Kid Hungry, an organization that aims to end childhood hunger in the U.S. Amazing! Each participant also received a shareable photo and a campaign coupon for a free cup of yogurt. The online offer is available through March 4. So don't delay, join the Chobani celebration today and devour the details of your very own free yogurt! Thanks Chobani!