15th June – 13th July 2012
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.
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.