Innovative marketing campaign helps build sales momentum over Mid-Autumn Festival period

An in-store activation for Rockit’s Mid-Autumn Festival campaign

Image: Rockit Global

Rockit Global is integrating augmented reality into its latest marketing campaign for the China market.

The team behind the snack-sized Rockit apple has partnered with Shanghai-based artist Yixin Zeng to design limited edition Rockit gift boxes to celebrate the Mid-Autumn Festival.

Using augmented reality in their own homes, consumers can scan the moon (or any round object) on the gift box artwork to unlock interactive campaign elements, including animations, frames and stickers.

“These can be shared with their friends and family on WeChat to help connect Rockit with millions more consumers,” said Eric Dai, Rockit Global market manager for China.

Rockit Global is also collaborating with online influencers who are building awareness of the campaign through their own creative expression.

One of these influencers, artist Aimee, has created a piece of work from elements of the gift boxes.

“Made from Rockit’s recyclable packaging, the artwork depicts a crystal palace on the moon from a well-known traditional Chinese legend, and has been displayed at interactive consumer roadshows in key retail stores across five cities in China,” said Rockit Global brand manager, Hannah de Valda.

“These highly engaging in-store activities – including sampling, traditional Mid-Autumn Festival games and merchandise competitions – combined with the strong giftbox design, have already seen Rockit sales triple in these stores.”

The gift boxes contain three or six packs of Rockit apples.

Despite challenges during the start of the season with Shanghai in lockdown, Rockit Global has reported a 13 per cent uplift in sales volume year-on-year in Mainland China (YTD September 2022 vs September 2021)

Dai said this momentum is set to continue, with the Mid-Autumn Festival being a peak consumer demand period in China.

“Last year, Rockit sales volume climbed 62 per cent year-on-year (YTD September 2021 vs September 2020),” Dai explained. “To continue the trend this year, Rockit will make a strong impact in store with POS displays and themed stores to help drive sales of our innovative, interactive gift boxes.”