For the eighth year in a row, Ocean Spray has set up a temporary farming crop in the middle of New York City. This year, however, the company drew attention to the marketing effort with a special emphasis on boosting its social media fan base, in addition to growing brand awareness.
Called the Big Apple Bog, Ocean Spray earlier this week installed a 15,000-sq. ft. cranberry bog filled with 2,000 pounds of cranberries located in the heavily-trafficked Rockefeller Center area. Inside, cranberry farmers and the actors from the Ocean Spray commercials dressed in waders were on hand to answer questions about the products, health benefits and growing process.
Although this is similar to how Ocean Spray approached the initiative in the past, it made the experience much more social this year on sites such as Facebook, Twitter and Instagram. A taste-tasting station was set up near the bog, along with an interactive touchscreen survey to gauge flavor feedback. Those who participated were encouraged to share their results on Facebook and Twitter, and also take pictures of the installation and post them online.
Why I’m Curious:
I think a campaign like this is truly a testament to how social media can help kick up an otherwise standard marketing stunt and continue the experience offline.
Sharon Newcomb from Ocean Spray seems to feel the same way, she told Mashable. “People want to be a part of the experience and love to share pictures online, post to Facebook and now, even watch online. I love to go on the Internet at the end of the day and see how everyone is buzzing about Ocean Spray and the cranberry bog.”