Babybel Lunchbox Design Studio

Babybel Lunchbox Design Studio

Babybel wanted to connect and engage with moms and kids during the back-to-school period to make Mini Babybels a part of their daily lunch. To build lasting brand engagement, they created a summertime fire drill promotion that let customers design their own custom lunchboxes to use again and again. 

From July through August Mini Babybel gave away 10,000 personalized lunch boxes. Each day the first 162 visitors to the microsite could pick their favorite design and color patterns, and submit their designs after registering their information. They would then be sent their personalized lunch box, which also included some Mini Babybel coupons.

Results

The fire drill microsite received over 1.2 million pageviews and had 170k users total. The promotion gained momentum quickly until all lunch boxes were being claimed within minutes each day.