Ocean Spray had recently entered the Arab market and needed a strategy to educate the consumer about the benefits of Cranberry Juice and boost its in-store sales. They were looking to engage with the health-conscious women of Dubai, Beirut and KSA, to acquire market share and convert first trials to regular purchase.
Our objectives were education, communication and trials. And so the idea of Cranberry Squeeze was born. With a simple yet addictive gameplay, the app included educational messages with health tips and benefits of cranberry. At every level won, the customer would win different prizes, varying from a small juice can to bigger Ocean Spray branded prizes.
Cherry on top, we added a big money prize to create word of mouth, encourage sharing of the game and incite people to compete with each other. As a marketing and communication agency, we guaranteed the success of the game with full-fledged campaign, including point of sale presence in all supermarkets in the region.
In no time the game trended in the app stores with over 280,000 downloads and 30,000 consumer data collected. Sampling reached new highs with over 45,000 products distributed or won. Most importantly, Ocean Spray was part of everyone’s conversation with high engagement levels on social media and through the app.