Capabilities & Deliverables
- Jason Derulo
- Jordin Sparks
2011 H.E.R. Award from Marketing to Moms Coalition
How did Quaker Chewy reposition their product as an after-school snack and raise Back-to-School sales? They used VL Group's Music Mixer to generate recommended songs for kids across a variety of genres, and watched their sales increase by up to double digits in key accounts.
Quaker and VL Group created the Quaker Chewy Afterschool Rocks program, which rewarded families who purchased Chewy bars with the opportunity to build and download their Afterschool Rocks soundtrack.
Every time a consumer purchased a specially marked package of Quaker Chewy Granola Bars, they received a unique code redeemable for 2 song downloads from the Afterschool Rocks website. Codes from product purchased at Walmart were redeemable for 2 additional music downloads.
The Afterschool Rocks program gave consumers the opportunity to sign up, log in and create up to 5 Afterschool Playlists from a library of 250 popular and family-friendly songs. Families could sort through the music library based on after-school themes and activities, build playlists, and share on Facebook.
Additionally, visitors to the Quaker Chewy Afterschool Rocks website could discover exclusive content from the featured artists which included Jordin Sparks, Jason Derulo and Gloriana. Visitors could learn about the artists, watch their exclusive videos about staying active with their families and on tour, and check out artists' after-school playlists.
Quaker Chewy also partnered with the Afterschool Alliance to help support and raise awareness for quality after-school programs for children. As part of the Quaker Afterschool Rocks program, 25,000+ programs nationwide received access to additional vital resources.