Knowing our health-conscious audience often goes to "crazy" lengths to balance their lifestyle (whacky fitness trends, extreme routines), we launched a trade-in program. The Zero Sugar Exchange offers a simple, easy alternative—giving consumers a chance to trade in their retired, outlandish exercise equipment for something much simpler: free Chobani Zero Sugar yogurt. The entire experience was designed to be mobile-first and centered on the Chobani Zero Sugar Exchange trade-in microsite. The campaign was supported by an infomercial that introduced the whimsical nature of the Chobani Zero Sugar Exchange that ran on QVC and other shopping networks. To further drive participation over time, users had the option to enter a 30-day sweepstakes.
Microsite below.