July 2005 - Mexico

The movie Madagascar by DreamWorks is one of the biggest box office hits of the past few years and it has enthralled millions of children with its animated characters. As part of the movie premier, the company Kraft Foods of Mexico decided to launch a promotion to increase sales of its products.

In response to this demand, SIA Interactive developed 156 interactive displays that were installed as Madagascar promo product islands at branches of supermarket chains Wal Mart, Soriana, Gigante and Comercial de Mexico. The solutions chosen by Kraft involved two races: a rally race set in a jungle and a canoe race.

Both solutions were a smash hit. On one hand, participation averaged 60 people per module (or island) per day. On the other hand, the company was allowed to set up a greater number of islands in the chosen shops. Instead of opting for consumption-based participation, the firm decided to bet on impulse purchases. The success of this technique became clear when Kraft products sold out at most of the participating branches.

“These games are really great and they really entertain. The concept of installing the games next to the product islands was a good one, since it helped us to sell all of the products that we had contemplated as part of this promotion”.

Miguel Caballero
Trade Marketing for Wal Mart, Kraft Foods