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MMOJO SOCIAL ANALYZER
Minute Maid introduced the concept of MMOJO, which is the citrus zip of Minute Maid Orange Juice makes you feel good, and when you feel good, you have "MMOJO". Phase 1 of the campaign dealt more with the introduction of this mesaging and making the connection between MMOJO and Minute Maid Orange Juice. Phase 2 further expanded the message in a social space, by creating the MMOJO Analyzer, a social app on Facebook that Analyzed your social activity in a fun game where you can earn achievements, play against friends and be ranked on a leaderboar.. |
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PHASE 1 MEDIA - INTRODUCTION
To push the Minute Maid campaign further, the idea of "MMOJO" is introduced to pull in a new millenials target for the already established brand. MMOJO is he citrus zip you get from drinking OJ and that feeds into your social allure.
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PHASE 2 MEDIA- SOCIAL ANALYZER
A big social approach is then introduced with multiple phases to further push the MMOJO idea and introduce the MMOJO Analyzer. Standard and rich media executions are used to further the concept of MMOJO = Your Social Allure, and Minute Maid helps to give you MMOJO.
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MINUTE MAID CHALLENGE
The MMOJO Challenge is created as a fun way to engage consumers in the concept of MMOJO before the Alanalyzer launches. Two seemling random items are pitted against each other and users on Facebook are asked to vote on which has more MMOJO.
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