Kraft Foods's Corn Nuts yielded an engagement rate of 12.4% and an interaction rate of 22.9% by offering interactive, frequently updated content in display ads across scalable media, reports Roxanna Tirado, VP media director of Starcom MediaVest Group's (SMG) multicultural Tapestry unit.
The brand used the Flite Platform, which lets advertisers and agencies incorporate text, images, video and all kinds of apps in display ads in paid digital media platforms, and update the content in real time.
In June, after working with SMG for about two years, Flite secured $9 million in funding from Iris Capital, a joint venture of SMG parent Publicis Groupe, and Orange Telecom. As part of that funding, Publicis's VivaKi digital unit has partnered with Flite to roll the platform out to Publicis's global network of agencies.
Corn Nuts has a long-standing media partnership with the Ultimate Fighting Championship (UFC), the world's largest mixed martial arts promotion company. Corn Nuts's core demographic is male Latinos, who are heavy UFC watchers.