Social Media Wave- Social Media Marketing Agency

Tropicana Canada has developed a neat campaign that shows how to bring the Sun to a world of darkness- the far North during the darkest season. They created a cool helium balloon with super bright bulbs in it to emulate the the look and feel of the sun hanging over their community. An impossible pehenomenon during the 100% dark winter month of January.

They handed out bottles of their Tropicana brand Orange Juice to residents who gathered in the centre of the village to witness the event. Leaving the OJ brand firmly implanted upon their departure would remind the light / vitamin C starved natives that they could get sunshine year round with their brand- and extensibly, all Canadians could as well.

I really liked the presentation, imagery and brand connection- very tasteful and easy to comprehend vs. some other competitive brands with "open happiness" connections - when we know the sugary, acid laden stuff is killing people- but I digress.

The TV ad securely plants their roots to Social Media with a link to their facebook page www.facebook.com/tropicanacanada where upon visting, they offer links to the commercial on You Tube and other sites.

The brand microsites offer product photos ( all sites in annoying flash by the way) and offer an Air Miles campaign- then after further drilling, another outlink to "SmartSpot" sub sites which offer a "health check" clone nutritional value data set on each sugary, low sodium, baked etc. concoction they manufacture at Pepsico.

The net of the campaign is they will manage to engage people when they drew them into the community- there is a notion to really  carry on the story line and engage visitors other than rote product information.

They will be interviewing locals, uploading stories and undoubtedly leaving a "good taste" behind with the physical community as well as influence those in the online community. The lack of marketing follow through is either done well on purpose or left a gaping hole in an opportunity.

I think a simple purchase coupon or a retail component which engages the supermarkets - a big cardboard sun with an Eskimo guy on a chaise lounge sipping a Tropicana pops into mind with a "take home a six pack" CTA  with a $1.00 off coupon.

Maybe they just want to extend the brand's potential as a product "that does good"- the bottled sunshine analogy- plus the fact that they took a very honest approach in finding out how people live, encouraged the stories, uploads and hence SM connections.

I think they got it right. Are you trying to sell at every opportunity or would you invest the same into a campaign for your product or service? The long tail connection with Social Media is long term- as should be your commitment to customers.

The creative component here is a good example of where to spend the budget.

Craig Stark

Creative Social Media Managing Director

Social Media Wave

@socialmediawave