Ho, ho, ho, Green Giant takes to augmented reality to help kids

Oct. 4, 2012 | by Christopher Hall

An augmented reality Jolly Green Giant recently helped parents and kids take "One Giant Pledge" to eat more veggies as part of a campaign from canned and frozen vegetable company Green Giant and U.K.-based digital production firm Grand Visual, along with creative agency Saatchi & Saatchi.

Green Giant, a division of General Mills, held the augmented reality experience at Grand Central Terminal in New York City, where kids could interact with the virtual Green Giant on a large format screen spanning more than 30 square meters.

The augmented reality activity was powered by Grand Visual technology and activated once a child stood on footprints in front of the screen. A camera displayed their actions while Grand Visual's AR technology merged the 3D animated Green Giant with real-time footage of the participant.

On-screen animations were triggered depending on whether the participant takes the Veggie Pledge or not. The sequence began with the Green Giant crouching down to measure the child before asking them to "take One Giant Pledge to eat more vegetables." Those who took the pledge were rewarded with special celebratory content, plus they got their photo taken with the Green Giant with the option to upload images to the Green Giant's Facebook page.

Supporting the interactive screen activity was celebrity mom Alison Sweeney and child nutritionist Green Giant with Alison SweenyMelissa Halas-Liang, on hand to provide healthy eating tips and recipes. Entertainment such as veggie jugglers and stilt walkers created a festive atmosphere for kids to enjoy as they took the pledge. The experiential AR activity was the culmination of a fully integrated campaign which kicked off on the Green Giant Facebook page, with support from a TV commercial airing during the week.

Sweeney, actress, author, host of "The Biggest Loser" and a mom of two, along with nutritionist Halas-Liang, was on hand to kick off the pledging and talk with other moms about raising kids to make healthy food choices.

"Eating vegetables is so important to a child's healthy growth, prevention of chronic diseases and weight management, and an alarming 92 percent of children don't eat the recommended amount of vegetables," said Halas-Liang, MA/RD/CDE and founder of SuperKids Nutrition Inc. "As a parent myself, I know what a daily struggle it is to get my daughter to eat her vegetables — but you can get kids to eat more by making veggies fun and engaging, so it's fantastic that Green Giant is addressing this issue and providing a friendly, motivating role model to get kids excited about healthy eating habits."

"The inspiration behind One Giant Pledge is Green Giant's goal of making eating vegetables fun for kids and families," said Yumi Clevenger-Lee, marketing manager for General Mills. "It's a tough reality that kids aren't eating nearly enough, so who better to help spark a change than someone kids look up to, like the Green Giant? As a mom of three young kids, I want to help my kids learn that eating healthy is tasty and fun–the days are over of thinking healthy choices have to come with trade-offs."

Judging by photos posted to the Green Giant Facebook page, the event was a festive activity that drew significant participation.

How it works

According to an announcement from GreenGiant, parents can visit the Green Giant Facebook page at www.facebook.com/GreenGiant to help their kids pledge to eat more vegetables, "because by doing so they are more equipped to be the best they can be." Each child determines what their aspirational best is — such as an astronaut or teacher — and parents upload their kid's picture to generate a customized pledge interaction with the Green Giant. The fun "Proof of Pledge" photo can be used for sharing online or printing for the refrigerator as a daily reminder.

Tools for Parents

In addition to the "Proof of Pledge," a printable, a 30-day pledge calendar that makes tracking kids' progress easy and fun, the program offers continued encouragement. Children's aspirational pledges will be randomly selected to be turned into veggie art featured on the Green Giant Facebook page. The first 10,000 children who pledge will receive a One Giant Pledge wristband as a reward and motivational reminder of their pledge. Parents can also opt in to receive personalized text messages of encouragement for their kids from the Green Giant and can download a "Ho, Ho, Ho!" Green Giant ringtone.

Watch a video about the One Giant Pledge event below:

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Topics: Advertising , Augmented Reality , DOOH Advertising , Interactive / Touchscreen

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