Florida’s Natural has been running a lightly satiric social and Internet campaign designed to capitalize on the divisiveness of the presidential campaign.
In “The Great Pulp Debate,” consumers were encouraged to go to a dedicated site to vote on “one of the key issues facing Americans today”: no pulp, some pulp, or most pulp in their OJ. Voters were also encouraged to share their positions on social.
“Everyone knows that pulp is polarizing, in a fun way,” noted Erich Hartmann, group creative director for the lead creative agency, Merkley + Partners. “Considering the craziness of this campaign season, we thought a lighthearted approach was the best way to raise visibility for the brand,” added Kelly Wade, marketing manager for Florida’s Natural.
The agency worked with Funny or Die on a long-form video (below) in which 12-year-old “Grayson Totman” campaigns hard for “no pulp,” against family members who are creating their own attack ads for their “most pulp” and “some pulp” positions. The video has been promoted on Florida’s Natural’s social media and Funny or Die.
The campaign spoofing the campaign also included a Facebook Live “Great Pulp Debate” (above), with Q&A by Funny Or Die, on Oct. 24. The event marked the first time that on-screen graphical polling has been used on Facebook Live, according to the agency. As of Nov. 2, the debate had drawn more than 309,000 views.
Following the debate, a Facebook Live “focus group” was held to gauge public perceptions. That device had generated 123,000 views as of Nov. 2.
In a cable news-style Facebook Live event staged the day after the debate, a Funny or Die debate moderator and newscaster reviewed the debate and answered live questions from the Internet public. That segment had pulled 83,000 views as of Nov. 2.
Other elements included a humorous, shareable “Great Pulp Propensity Quiz” and debate “swag” such as Facebook covers and Twitter headers with messages corresponding to how the participant voted (for example, “A tall glass of indifference” for a “some pulp” vote).
The results of the pulp vote were announced on Nov. 7 on the voting site and social media.
Winner: “most pulp,” with 36% (“some” and “no” tied, at 32%).