Somersby “Grow An Apple Tree”

DIGITAL CAMPAIGN

Project Overview

DATE:
15th June – 13th July 2012

DURATION:
29 days

LOCATION:
Nationwide

OBJECTIVE:
To generate brand awareness, communicate the product’s taste and quality, and involve consumers in the product launch through online social media platforms and on–the–ground activation.

MECHANICS / ACTIVITIES:

Users are invited to grow a digital apple tree through the Lord Somersby’s Apple Tree Facebook app, where they could provide water, fertilisers and sunlight to help the tree grow.

These actions are streamed real-time on a giant LED screen Pavilion and the top 200 contributors were invited to the Somersby’s Garden Party, where a new product is launched. Those who were invited also stood a chance to win exciting prizes through an iPad harvest game.



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