Odwalla Puts Juice Fans In The Spotlight

Odwalla will have a presence at Bonnaroo next month, as they did at Coachella last month. But a brand like Odwalla needs more than a sampling booth, they need an interactive experience that creates buzz with their fans.
Starting this week, fans of the brand can audition to be a performer in the Odwalla Fresh Experience Lounge at the annual music festival, which takes place June 10-13 in Manchester, Tenn., by uploading videos displaying their talent via the “Fresh Stuff” tab at www.facebook.com/odwalla.
The videos can be musical, danced or dance-like, spoken, artistic, acrobatic, a combination of these or another kind of original performance – anything the fan chooses as long as it is unique, positive and entertaining.
“We have witnessed it on Facebook and in person; Odwalla drinkers are some of the most interesting people in the world,” said Jason Dolenga, brand manager, Odwalla.
The contest runs through May 16 and eight grand-prize winners will be announced the following week.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.