5 Seeds
I just came across this cool new campaign for a new apple cider in Australia. To celebrate the release of Tooheys Extra Dry 5 Seeds, Holler Sydney have developed a teaser campaign, hiding giant apples all over Sydney for the next 10 days. Track one down and you’ve got a shot at picking up one of the prizes.
Clues as to the apple’s whereabouts are given out through the 5 Seeds Facebook page and Twitter stream where you can also follow the tag #applehunt.
It’s nice to see agencies blurring the line between online and offline, utilising the increase of web-ready mobile devices, allowing people to take the campaign with them onto the streets and away from their computer.
I think it’s a great idea that the campaign is using facebook and twitter to give out the clues along with hiding the apples in Sydney. It reaches such different target audiences. I think putting the teaser online will give it a lot more exposure than if it were just on billboards. The only thing I would change is telling the consumers what the prizes are so they have more of an incentive to go out looking for the apples.
Hi Marissa - Thanks for sharing your thoughts on the campaign. We’re really happy with the results.
Regarding your comment on telling the consumers what the prizes are - we have a custom built Apple Hunt tab on the Facebook Page that lists what prizes are being given away on which day and the general area where the hunts will be held. We have also built in to this the native Facebook commenting functionality so our fans can gather around the prizes that they’re excited about.