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Ocean Spray , North America’s leading producer of canned and bottled juices and juice drinks, will engage consumers using SnapTags from Denver-based SpyderLynk during a mobile sampling tour making stops at events across the country.
Running through November, the mobile tour will offer consumers samples of Ocean Spray products, coupons and other giveaways, at such venues as state fairs, festivals and other special events. SnapTags will be included on advertising materials at the events, enabling consumers with smartphones or standard camera phones can activate the technology to instantly access offers, content, promotions, and information.
“Engaging consumers in a 360-degree fashion is so important to building brand advocacy in this day and age,” explained Ken Romanzi, SVP and COO, North America at Lakeville-Middleboro, Mass.-based Ocean Spray, an agricultural cooperative owned by more than 700 cranberry growers in Massachusetts, Wisconsin, New Jersey, Oregon, Washington and parts of Canada, as well as more than 50 Florida grapefruit growers. “By using social technologies like SnapTags in conjunction with our cross-country mobile sampling tour, we can immerse our consumers in the Ocean Spray brand experience while showcasing the versatility of our products and continued interaction.”
“It’s great to work with Ocean Spray again because they’ve been very successful in using SnapTags to create and sustain ongoing, personal and interactive dialogues with consumers,” added SpyderLynk founder and CEO Nicole Skogg. “Our innovative SnapTag technology allows brands to engage in more sophisticated dialogues to create positive consumer experiences and brand memory.”
In the June 2010 issue of Everyday Food, Ocean Spray used SnapTags in an ad that won an award from Starch Advertising Research, a division of New York-based GfK MRI, for best-performing print advertising. Based on Starch’s “engagement score,” which combined the percentage of readers who noted a given ad and the percentage who took any subsequent action, the Ocean Spray ad became one of the top-10 ads of the summer in terms of engaging and motivating the largest number of readers.
SpyderLynk also works with such brands as Coke Zero, Revlon, L’Oreal, MillerCoors, Warner Brothers, Toyota, Bud Light and others to engage consumers and accelerate purchase cycles.