Chobani introduces "phigital" marketing

Geoffrey Precourt

This event report outlines how Chobani, the yoghurt brand, is using “phigital” marketing to drive engagement.

Chobani introduces "phigital" marketing

Geoffrey PrecourtWarc

The white-on-blue reversed-type screen behind Peter McGuinness at the Association of National Advertisers' (ANA) 2015 Digital & Social Media East Conference on Amelia Island, Florida, told a new story:

"The convergence between physical and digital is 'phigital.'"

And thanks to the Chief Marketing & Brand Officer at Chobani, Inc. – a consistent champion of innovation – brand stewards everywhere had not just a fresh concept, but a buzzword to go with it.

"It's a complete convergence between physical and digital," McGuinness insisted. "It's not one or the other; it's both, in combination.

"By...

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