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Quaker, Jawbone?s Breakfast Challenge leverages mobile to feed the hungry

The Quaker Oats Company is teaming with wearable tech device Jawbone to donate meals to Feeding America when users log their breakfast. 

By logging their breakfast entrees with photos on the corresponding UP mobile application, users directly benefit the cause. Since Jawbone users are commonly checking and logging on the UP app, they are more likely to participate in this initiative knowing its benefit to others in need.

?We built the interaction to be mobile-first taking into consideration how our consumers are using their phones and wearables to log just about everything,? said Elena Parlatore, marketing senior manager for digital and social media at Quaker Oats Company, Chicago. ?At Quaker, we aim to help provide consumers with energy to do more of what matters to them.?

Logging to donate
Quaker jumpstarted this initiative by donating an equivalent of 100,000 meals and will donate up to an additional 100,000 meals for every breakfast a consumer tracks on the Jawbone app UP.

Within the app, users can visit the App Gallery to sign up for the Breakfast Challenge Insight series, which is sponsored by Quaker. The gallery can also be viewed on 

UP users are met with a notice about the campaign. Users can then join the challenge, like the notice and share or send the challenge to friends.

The initiative began Dec. 2 and will go through Dec. 16.

Feeding America is a hunger-relief organization that claims to feed more than 46,000 Americans. For every dollar donated, 10 meals are provided for the recipients of Feeding America?s efforts.

Earlier this year, Quaker Oats Company tapped Blippar?s augmented reality capabilities to drive online engagement among its customers.

Located on Quaker Oats packaging, consumers could scan the Quaker man with their smartphone and take a milk mustache selfie to unlock Quaker recipes. By being firmly established in the physical realm, consumer packaged goods companies such as Quaker are tapping technological tools to drive brand awareness and attract Millennials (see story).

Similarly, Quaker Oats put mobile at the center of an initiative in 2013 that aimed to drive brand awareness and engage consumers on a deeper level.

The company ran a mobile ad campaign within Us Magazine?s mobile site. The Quaker mobile ad read, ?Fuel your family?s adventures with the power of Quaker. View Adventures. Quaker Up.? When users tapped on the mobile ad, they were redirected to an optimized page where they were encouraged to share their family?s epic adventures (see story).

?We saw a strong connection between Quaker?s priorities and Jawbone?s priorities,? Ms. Parlatore said. ?Both of us are passionate about using health and wellness to help people reach their potential, and wearables are a great tool to support people on this journey.?

Final Take
?Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York