Culver’s Kid’s Meal Program
Integrated Story
Everyone loves Culver’s—fresh, delicious food, friendly service and an upbeat atmosphere. So how do you translate that brand experience into an online world for kids age 6 to 9? By channeling our own inner kids, we revamped the entire program, from giving their mascot, Scoopie, a millennial makeover and creating fun games that challenge body and mind to redesigning packaging, premiums and in-store communications. The result was placematpark.com—a Web site that increased average site time from 52 seconds to nearly 7 minutes in length and decreased the bounce rate from an average of 42% to less than 1%. Everyone who touched the project had a great time—and the spike in Web traffic says that includes a whole lot of Web-surfing kids!
