Kraft Foods’ Capri Sun is today launching its biggest social media activation to date.
The “Seize the Day” campaign, which is kicking off with a sweepstakes, aims to engage moms by helping them ensure that their kids stay busy and make the most of each day.
A dedicated area/tab on Capri Sun’s Facebook page -- “powered by” its new Super V beverages line -- offers entertaining, educational videos featuring an adventurous, idealized kid, “Jack.”
The boy portraying the character speaks directly to viewers (moms) as he takes them through a variety of ambitious activities, including arts and crafts, outdoor explorations, “thrilling challenges,” sports, volunteering and more. The videos were directed by Jared Eberhardt, of Burton Snowboards and Puma fame.
The brand also had popular “mommy bloggers” produce accompanying informational content about fun activities, including their own experiences with their kids.
An important element is an integrated “Local Fun” sidebar, through a partnership with Yelp. The user selects location and activities preferences, and the tool populates educational and fun events and destinations in the user’s locale, plus ratings, reviews, distance and other information.
Parents who “like” the official Facebook destination and share photos of their kids
engaged in “extraordinary” activities earn chances to win cash prizes intended to be used to help their kids engage in further adventures and activities. The sweepstakes has one grand
prize of $2,500, and 30 prizes of $500.
“We wanted to go beyond just offering a coupon, and really engage moms on Facebook and keep them coming back,” Matt Smith, senior associate brand manager for Capri Sun, tells Marketing Daily.
The brand’s Facebook page currently has nearly 380,000 likes.
The Super V line, which offers one combined serving of fruits and vegetables in each pouch, has been performing well since its launch last spring, according to Smith.
In addition to Capri Sun original juice drinks, the brand also has a 100% juice line, a Sunrise line (100% daily value of vitamin C, plus calcium), and Roarin’ Waters (low-cal fruit-flavored beverages with no artificial colors or ingredients).