K-Catch, a 3D puzzle game, introduces kids on the web to new Lunchables with Smoothie Kabobbles. Players skewer rings on a rotating "staxis" and match different colors to complete each level. Spatial reasoning and quick reflexes are rewarded with Kabobbles bonus items and top scores are tracked on a global leaderboard. Complex 3D graphics are designed to render in any browser (not just Chrome). For the first time on the web, a mobile device can be used to control three-axis rotation without downloading an application.

Since K-Catch launched in March 2014 prior to media support, it is, at time of submission, too soon to report business results or engagement metrics regarding the success of the digital tactic.

Kraft needed a way to generate awareness of the new Lunchables with Smoothie Kabobbles product, increasing penetration within households, and reaching kids, ages 6-12. The challenge was to bring the product to life in the imagination of kids, armed with the insight that they love to share new gadgets and experiences with their friends. The solution would need to involve an engagement piece that kids would truly think is cool.

To address this need in digital media, the solution would entail using widely-available technology to create an innovative, interactive experience that our audience would love. With kids that are second-generation tech-savvy, the execution would need to be something that could stand out, and would be challenging and fun.