Case Study: Tropicana

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Case Study Tropicana
Challenge Create a reason for online consumers to
view Tropicanas election YouTube video, An
Orange America, while increasing brand awareness
of Tropicana and its premium orange juice Work
with our agency partner, New Media Strategies, to
help create an engaging website for bloggers and
online communities during one of the most
anticipated presidential elections in
history Execution Partnered with our agency
partner, New Media Strategies, to help create an
engaging website for bloggers and online
communities during one of the most anticipated
presidential elections in history The site was a
dynamic data aggregator of Twitter that served
the online community and integrated the Tropicana
brand with Web 2.0 capabilities The Twitterverse
data visualization tool displayed the
relationship between key words relevant to the
2008

Presidential election For the PR, NMS leveraged
its existing relationships to outreach to members
of the Blogosphere and Twitterverse outside of
the traditional Tropicana market including
influencers inPolitical, Technology and Marketing
communities Results Nearly 1.2 million unique
monthly visitors viewed online placements and
messages totaling over 4.6 million online
impressions There were over 70 blog stories
written and over 150 conversations on Twitter
about AnOrangeAmerica.com AnOrangeAmerica
received thousands of visitors to the site with
approximately 15 clicking through to watch.
http//anorangeamerica.com/