The brand, which has long provided trivia under its caps, is breathing new life by repurposing said facts into digital content.
For eleven years, Snapple has included so-called Real Facts, or "thought-provoking nuggets of wisdom," under its bottle caps. Now with the help of some "multi-talented friends," the beverage brand is bringing select facts to life in Snapple Re-EnFactments.
The promotion includes a variety of content as random and varied as the facts themselves.
Snapple originally said the promotion would start in May and continue through the end of the year, resulting in about 35 Re-EnFactments, or one a week. However, a Snapple rep later said the initiative would wrap up in August. She did not elaborate on why the brand was pulling the plug early.
The digital content features a "Snapple-selected collaborator" chosen to reenact one of the more than 700 Real Facts. (The Snapple website features a compendium of 928 Real Facts searchable by category, although Facts #498 to #650 are in a "piggy bank").
Reenactors include digital artists, animators, filmmakers, chefs, game makers and toy makers.
Content so far includes YouTube and Vine videos, plus an illustration, infographic and recipe.
The first Re-EnFactment debuted May 1 on Snapple.com, Facebook, and Twitter with culinary artist Jimmy "Art Chef" Zhang's interpretation of Real Fact #760: A dolphin sleeps with one eye open:
As of July 16, it has 7,500 views.
Since then, Snapple has released an additional nine Re-EnFactments. The next will be revealed today.
The most recent, Real Fact #238 -- An ostrich's brain is smaller than its eye, includes a video presented by the 25th Annual Ostrich Festival in Chandler, Arizona. The video has 1,500 views since it posted July 10.
Real Fact #754 -- An alligator can go through 3,000 teeth in a lifetime -- is presented by stop-motion animator Khoa Phan and features five Vine videos.
And perhaps the most star power so far is Real Fact #237 -- The number of times a cricket chirps in 15 seconds, plus 37, will give you the current air temperature -- which is presented by Bizarre Foods America host Andrew Zimmern, who provides a cooking demonstration.
As of July 16, Zimmern's Re-EnFactment has 2,700 views.
Snapple says future Re-EnFactments will include a photographic still, an interactive game and a world-record-breaking stunt.
Additional Real Facts will include #230 -- Caterpillars have over 2,000 muscles -- and #367 -- The high five was introduced by a professional baseball player in 1977.
In a prepared statement, Dave Fleming, director of brand marketing at Dr Pepper Snapple Group, said, "Real Facts are a central part of the Snapple experience, and we see them as really big ideas trapped in a small cap's body. Through Re-EnFactments, we're getting some innovative, creative personalities to help free those ideas from that small one-inch space and bring them to life in entertaining and inventive ways that Snapple fans will enjoy."
Created by digital agency Code and Theory, Snapple says the campaign will be supported by an integrated marketing strategy with social and online media.
Each Re-EnFactment gives fans the opportunity to like, tweet and pin.
The brand has 2.8 million likes and 55,000 followers. It is using a variety of hashtags to push the promo, including #RealFact. Plus, as it releases new Re-EnFactments, Snapple is also changing its Facebook cover photo to coordinate.
Snapple is a Dr Pepper Snapple Group brand.
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In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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