Bring Minute Maid into Happy Farm:Creating a first-of-its-kind co-op, we embedded Brand and Product into Happy Farm.Minute Maid flavours and features were transformed into seeds and plants ‘for sale’ in the game – apples to grapes, even aloe. Special items like bottle-shaped barns, toolbars and a Minute Maid Farmhouse were offered to gamers for decorating and differentiating their farms from others.Bring Happy Farmers to the Minute Maid shelf:A big part of Happy Farm is their coin currency, used for buying things in the game. Minute Maid gave Happy Farmers what they wanted most - with a twist of a cap. With every Minute Maid purchase in convenience stores (CVS), serial numbers were given under-the-cap to redeem for Happy Farm currency online. To encourage Farmers to keep coming back, weekly lucky UTC number draws for more coins were held, continuing the Happy Farm-to-Minute Maid and back cycle.

What a harvest – all from a never-before-seen Happy Farm partnership!Over 50 million impressions from 100+ press articles touted the event. 700+ bloggers wrote about it, with the Minute Maid event becoming the #1 topic on Taiwan’s Twitter-like microblog, Plurk. Nearly five million searches occurred on Yahoo! and Google for ‘Minute Maid+Happy Farm’. 5,000+ replies/discussions across Facebook, forums and other social media heralded the excitement.