Fans of Mamba Fruit Chews will have a sweet new friend to help keep them engaged and entertained this summer; meet Mambot, the first-ever custom-built, walking, talking, fully-functional robot designed specifically to “Mambafy” things – or “make all kinds of things all kinds of fun.” Part lovable, bumbling machine and part creative, DIY assistant, Mambot will spend the dog days of summer cheekily challenging fans to “Mambafy”’ the world around them by engaging in the authentic world of maker culture through a variety of unique (and often humorous) challenges, experiments and activities.
Imperfect at best (and proud of it), Mambot will connect with fans via Mamba social media channels to not only suggest, but often actually demonstrate, ideas on how to Mambafy the world – from taking household objects and turning them into fun, colorful crafts, to composing beautiful original music (beep boop bop), to contests asking the community what to paint or draw, to helping Mambot craft the perfect Mamba-inspired sculpture. (Hint: when a robot tries to make art things can get messy.)
The Mambot campaign, which launches with teaser content in mid-July and continues through back-to-school in September, was concepted and created by acclaimed Oakland-based ad agency EVB. Mamba tasked the agency to reach and engage the brand with its core audience of young adults, a demographic that has largely grown up embracing technology and DIY experimentation.
The :15 teaser...
To build the Mambot robot itself, EVB enlisted Justin Gray, a renowned Oakland-based inventor and maker specializing in, among other things, designing and building robotic systems. Gray worked for five months under the direction of the EVB creative team to bring Mambot to life.
“With the Mambot concept and social media campaign, we had the opportunity to engage with Mamba’s core base of young adults in a manner that feels native to their generation – through a spirit of inventiveness. This generation has grown up interacting with brands by hacking, customizing, collaborating, and the like,” said Neeti Newaskar, head of strategy, EVB. “Tools like community, collaboration and gamification are part of this demographic’s DNA, and with Mambot we are not just sharing in their values around making, but doing so in a clever, interactive and fun way.”
“We are in a time where branded content is everywhere, and more brands are trying to connect with customers in an authentic way,” said Mike Sager, brand manager for Mamba. “For Mamba, the spirit of inventiveness was a natural fit, as we have always tried to connect with our consumers in unique and colorful ways, doing things that are out of the ordinary to create a dialogue that our fans naturally want to be a part of.”CREATIVE CREDITS:
AD AGENCY: EVB
EXECUTIVE CREATIVE DIRECTOR: Val Carlson
CREATIVE DIRECTOR: Chris Szadkowski
SR. COPYWRITER: Kevin Turner
SR. ART DIRECTOR: Brian Ho
DESIGNERS: Danny Yang & Anu Murthy
PRODUCER: Tori Robertson
ROBOTICS PRODUCTION: Justin Gray
DIRECTOR OF STRATEGY: Neeti Newaskar
MEDIA STRATEGIST: Cari Weisburger
MANAGING DIRECTOR: Kathleen Foutz
ACCOUNT SUPERVISOR: Chris Remy
ACCOUNT MANAGER: Megan Powers
COMMUNITY MANAGER: Selina Khuu