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Last week, Ocean Spray created a buzz around cranberries by turning Rockefeller Plaza into a cranberry bog. The 1500 sq ft area was transformed into a sea of crimson, with 2000 lbs worth of cranberries bobbing around on the water.
This is the 8th year that Ocean Spray have run this promotion, but this year the focus was on boosting their social media presence, as well as raising brand awareness. As well as the bog (complete with real life cranberry farmers) there was a taste testing area where passers by were invited to try various Ocean Spray cranberry juices and use the touch screen surveys to give their feedback. They were then encouraged to share their thoughts on various social media platforms.
During the two day event, Ocean Spray were also streaming a live feed from Rockefeller Center, running various spots throughout the days on all things Cranberry related. One of the segments included a cranberry-inspired cocktail making session at the bar in the middle of the bog.
The whole thing created real excitement in the middle of Manhattan as well as across Twitter, Facebook, Instagram etc – whether or not that buzz will last longer than a few days remains to be seen. It was however a great way for Ocean Spray educate their customers about their product. I personally had no idea how cranberries grew, let alone how they were harvested – but now I appreciate the effort that goes into getting those little red berries into our glasses.
Whereas some products rely on their mystery and mystique (I’m still clueless to what Irn Bru’s actually made from), some definitely benefit from openness and transparency. It would be great to see more brands sharing the whole product story with their customers, especially in such an engaging and interactive way as Ocean Spray.
By the way, if anyone wants to learn more about the annual cranberry harvest, just drop me a line!
If you’re visiting any UK festivals this summer, keep a hungry eye out for the new Breakfast Club bus. We’ve worked with The Breakfast Club since their beginnings in 2005 and 4 cafés later, it’s great to be helping them hit the open road.
We looked to the iconic ‘Bomber Belle’ livery designs of American warplanes for inspiration – something that would capture the new venture’s pioneering spirit and remain true to the vintage, tongue-in-cheek approach of the Breakfast Club. Flying the tablecloth is ‘Madame D’Arblay’, named after the Soho street in London where the Breakfast Club’s first café was opened.
Many thanks to illustrator Sam Hadley for his fantastic skills in bringing ‘Madame’ to life. You can see more of Sam’s work here.
To promote its product, deodorant company Axe/Lynx created the world’s first invisible ad. (Cheers, Ify!)
Using hack LCD screens and a terrace house in Sydney, the company created ads that were only visible when viewed only through polarized sunglasses.
Watch the video below to check out how it worked and what the invisible ads were about:
Coca-Cola deserves a round of applause for its latest mobile effort: The Cheering Truck (tx Elliot).
Outfitted with a recording booth, the red Coca-Cola truck drove throughout Argentina, stopping in select spots and inviting fans (sometimes whole school’s worth of them) to step inside and have their cheers captured on tape. As more sound files were stowed away, a digital sign outside the truck counted the number of cheers as it crept towards the one million mark.
When it came time for game day, Coca-Cola’s cheering truck drove inside a stadium and played a multi-track recording of a million-plus voices melding together in a cacophonous roar of affirmation.
Danish chocolate brand Anthon Berg opened a pop-up chocolate shop for a day where people paid with the promise of a good deed, rather than cash or credit. “The Generous Store” in Copenhagen priced its boxes of chocolates with over 30 different good deeds, including serving breakfast in bed to a loved one and cleaning a friend’s house.
Customers made generous promises towards a friend or loved one on Facebook using the in-store iPads to ensure they followed through with their payment. People queued up for over an hour to make their promises and “purchase” their chocolates.