Business thinking, UX/UI, visual design, event design, and branding
The Kroger App
Kroger is rolling out the red carpet for their new Kroger app that enables shoppers to save coupons digitally.
Krog Bowl Feature
This feature will be accessible during the Kroger Super Bowl Fan Fest event where fans will partake in a fun, interactive experience and get the chance to win prizes while accumulating Kroger coupons.
Problem
Kroger is looking for a way to promote their new coupon app at the Super Bowl.
Solution
The Krog Bowl: Where Everything Tastes Like Victory
Kroger is going to create a live fan fest event at the Tampa Convention Center where fans can play games and learn about Kroger’s coupon app. They are adding a functionality to the app during the activation, called the Krog Bowl, so fans can redeem points for prizes and accrue points toward Kroger coupons.
Pre-Event: Instagram Ads
Pre-Event: Instagram Ads
Along with billboard ads, Kroger will announce the Kroger app and Krog Bowl feature via Instagram where users can swipe up to download the app and discover how to save coupons as well. as participate in Kroger’s fanfare event.
The Krog Bowl ads will be geotargetted to the Tampa area and neighboring cities.
Players’ Tunnel
After guests have downloaded the Kroger app, they will enter the players’ tunnel. Just like how every grocery trip starts in the produce aisle, every football game starts in the players’ tunnel. As an ode to Tampa, there will be lightning and thunder as the mister sprays the produce. Dramatic blue lights will cover the tunnel as the song “Thunder” plays on loud speakers hyping guests up as they enter into the Krog Bowl.
NFL Scavenger Hunt
Now it’s game-time! Fans will hunt through the ultimate collection of Ravens and Chiefs memorabilia in this interactive scavenger hunt. They can play using their phones or provided devices.
The app will track player’s points accumulated as they find artifacts throughout the footprint.
Gridiron Grocery Sweep
Guests will get to partake in a modern twist on the classic “Supermarket Sweep”. They will have to collect all of the ingredients to a recipe within 90 seconds to win points. While guests wait in line, brand ambassadors will be present to explain the rules of the game, show them how to use the app, and keep the energy and excitement up as guests can cheer players on as they race to the endzone with all of their items.
Guests will have to search for the items listed, use the app to keep track of items collected and race to the finish line in 90 seconds.
Dueling Chefs
Not only will these teams be dueling it out on the field but they’ll also be dueling it out in the kitchen! The chefs were chosen prior to the activation through a cooking competition with award-winning judges. The chefs will be divided into two teams, Ravens and Chiefs, as they compete against each other for the ultimate victory experience of getting to meet and cook with a celebrity chef. The chefs were tasked prior of the activation to create culinary creations based off a specific Super Bowl snack using only 5 Kroger ingredients. Each round, guests will get to test and vote for their favorite.
There will be a new round of voting every 30 minutes of the activation. If the fan votes for the winning team, they win points through the app. The leaderboard will broadcast which team is in the lead throughout the activation and how much time is left to vote.
Leaderboard
A digital 360º rotating leaderboard will be suspended in the center of the activation that will display all of the results of each touchpoint. From the top player scores of the day, results of the dueling chefs competition, highlight moments from each game, to even a superstar feature of guest’s photos from the photo moment- this leaderboard has it all!
At the end of the activation, guests can redeem their points for prizes through the app. They can also view their Kroger coupons accumulated throughout the activation.
Locker Room
Brand ambassadors will be present to direct guests to their winning locker. Using RFID technology, they will hold their phone up to the locker to unlock it and receive their prize.