This summer, Ocean Spray cranberries were the official snacks and beverage sponsor of The Color Run – the Happiest5K on the planet – a series of summer events, where friends and families complete a fun 5k course whilst being doused in colour at seven different locations around the country.
The sponsorship is part of the new strategy to position Ocean Spray as the little something that makes you feel refreshed, revitalised, uplifted and adds colour to your everyday life.
To amplify the sponsorship and outdoor activity in digital and social, we developed an out of home, socially-led promotion; using a hashtag #JustRefresh, where consumers can tweet/share their Ocean Spray experience for a chance to win weekly spot prizes – adding colour to their everyday life!
The hashtag #JustRefresh tied all of the activity together from PR to experiential to sampling, by appearing across communications, event materials and our social content. So, not only did #JustRefresh appear on the branding at the events itself, but we worked closely with the experiential and PR teams to ensure it was also on the sampling cups used across the country and in leaflets handed out containing coupons.
Our social team, who manage social for Ocean Spray, tracked mentions of the hashtag throughout the summer and each week, spot-rewarded a lucky consumer who used the hashtag on either Instagram or Twitter with a colourful prize – from Ray Ban sunglasses, Hunter wellies or an iPod Nano – all in cranberry red, of course!
After just one event at Wembley in early June, the campaign generated over 200 Instagram photos shares and over 80 Tweets mentioning ‘#JustRefresh’ – reaching over 30,000 people. The campaign reached a grand total of 2.9 million people across Facebook, Twitter and Instagram.
The digital and social campaign was supported by ongoing social amplification and content across Instagram, Twitter and Facebook channels for Ocean Spray, throughout the summer, and a promotion to win a trip to Boston, Massachusetts, the home of Ocean Spray.
See all the action here…