Florida's Natural is the only major orange juice provider in the US that grows all of their oranges in the states. To build awareness of their fresh orange trees, Florida's Natural wanted to build a Facebook experience that allowed users to interact with the trees and even win free orange juice. The solution was a juicy one.
The Florida's Natural Instant Win experience let's users shake an orange tree in the Florida's Natural orange grove to find out if they've instantly won juice coupons or even free Florida's Natural for a year. If a consumer picks a tree that isn't a Florida's Natural tree, they find out just how "other" juice companies get their oranges. When a consumer wins - either a juice coupon or free juice for a year - they are met with a congratulations popup, followed by a lightweight registration form. Consumers get three chances per day, and are encouraged to return each day to try their hand at picking out the Florida's Natural tree.
This fun tree-shaking experience garnered 345,000 visits, 82,000 engaged users, and nearly 500,000 game plays, meaning that those who decided to play, then returned again to play more than six times per person!