Minute Maid Promo, Case study HAPPY FARM by Starcom Shanghai

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Industry Juice
Media Promo & PR, Case study
Market China
Agency Starcom Shanghai
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Date of First Appearance: Nov 3 2009 12:00AM
Entrant Company: STARCOM , Taipei, CHINESE TAIPEI
Marketing Director: Virginia Lai (Coca-Cola Taiwan)
Brand Manager: Helen Li (Coca-Cola Taiwan)
Assistant Brand Manager: Emily Chen (Coca-Cola Taiwan)
General Manager: Scarlett Shih (Starcom Worldwide, Taiwan)
Planing Director: Miki Lee (Starcom Worldwide, Taiwan)
IP Manager: Vivianne Lei (Starcom Worldwide, Taiwan)
Planing Supervisor: Kernel Chiang (Starcom Worldwide, Taiwan)
Deputy General Manager: Leon Chen (Starcom Worldwide, Taiwan)
Media placement: Online Portal / SEM - Yahoo - 03/11/2009
Media placement: Social Media - Facebook, Yatta.com.tw - 03/11/2009

Results and Effectiveness
What a harvest – all from a never-before-seen Happy Farm partnership! Over 50 million impressions from 100+ press articles touted the event. 700+ bloggers wrote about it, with the Minute Maid event becoming the #1 topic on Taiwan’s Twitter-like microblog, Plurk. Nearly five million searches occurred on Yahoo! and Google for ‘Minute Maid+Happy Farm’. 5,000+ replies/discussions across Facebook, forums and other social media heralded the excitement.

Creative Execution
Bring Minute Maid into Happy Farm: Creating a first-of-its-kind co-op, we embedded Brand and Product into Happy Farm. Minute Maid flavours and features were transformed into seeds and plants ‘for sale’ in the game – apples to grapes, even aloe. Special items like bottle-shaped barns, toolbars and a Minute Maid Farmhouse were offered to gamers for decorating and differentiating their farms from others. Bring Happy Farmers to the Minute Maid shelf: A big part of Happy Farm is their coin currency, used for buying things in the game. Minute Maid gave Happy Farmers what they wanted most - with a twist of a cap. With every Minute Maid purchase in convenience stores (CVS), serial numbers were given under-the-cap to redeem for Happy Farm currency online. To encourage Farmers to keep coming back, weekly lucky UTC number draws for more coins were held, continuing the Happy Farm-to-Minute Maid and back cycle.

Insights, Strategy & the Idea
In Taiwan’s crowded beverage category, Coca-Cola’s Minute Maid needed consumers to know about their wide variety of fruit flavours, stimulating sales across their portfolio - without being outdone by their own sister brands. As in many places, playing games with friends online is growing part of youth’s social lives. However in Taiwan, (China) Facebook’s Happy Farm virtual planting/harvesting farm game has almost reached addictive proportions. With 1 in 30 Taiwanese playing Happy Farm, this game has grown a life of its own. With fruit as their core ingredient, Minute Maid was a natural fit for Happy Farm. The challenge was how to integrate Minute Maid into the Happy Farm life, getting consumers engaged in the brand plus buying the product. Solution: Put Minute Maid into Happy Farm’s daily routines, through virtual brand/product placement. Give “farmers” a reason to buy Minute Maid offline by helping them earn online Happy Farm currency.