The Brief

To introduce 2012 Minute Maid juice with pulp. To communicate “Bigger the pulp, Bigger the fun” with young generations

Describe how the promotion developed from concept to implementation

A socializing game. It invites friends to put iphones together to create a big screen playground. Through connecting, Big Pulp and Fake Pulp run free on different iphone screens, creating high intensity competition and fun. Scanning QR codes on Minute Maid bottle also award users invisible characters, making the game even more enjoyable!

Describe the success of the promotion with both client and consumer including some quantifiable results

Minute Maid Big Pulp Theme Park created more bonding moments for these iphone addicts, and allows young users to experience the fun of popping the pulp! On average, the number of mobile APP downloads in gaming category ranges from 2,000 ~ 3,000. However, Big Pulp Theme Park reaches five times of the average number - up to 12,036 downloads! In Apple Store, the highest ranking reaches 54 in overall category and 27 in gaming category. (On average, commercial-driven APP in Taiwan ranks from 600-800 in overall category and 200-300 in gaming category.)

Explain why the method of promotion was most relevant to the product or service

There’s a group of “iphone addicts” who are constantly immerse in their “little worlds;” even at gatherings, iphone addicts enjoy being lost in their “little screens.”. Therefore, we adapt the creative idea of ”Play Together” on social game to communicate “Bigger the pulp, Bigger the fun” with iphone addicts.