Mandarin brand celebrates culmination of kindness campaign
For the past 100 days, Cuties and iHeart Radio have inspired families to share the sweetness of Cuties season through recipes, DIYs and family-friendly activities online and on-air. But this past weekend during Random Acts of Kindness Day, the brand celebrated the finale of its 100 Days of Sunshine campaign by asking fans to share how they promote kindness in their community.
The kindness day takeover kicked off Friday, February 16, with a media blitz on iHeart Radio that exceeded an estimated 35M impressions. For weeks, listeners of Mario Lopez, Ryan Seacrest and Bobby Bones’ radio shows were encouraged to share their stories of kindness for a chance to win $500. On Friday, one contestant was rewarded an extra $1,000 for their sweet act. A Cuties radio jingle, sung and mixed by musical collaborators the Jingle Punks, also aired every hour on flagship stations, and radio reads from Seacrest and Lopez directed fans to share small acts of kindness on Facebook and Instagram the following day to win Cuties prizes.
“Throughout 100 Days of Sunshine, we shared ways families could spread sweetness at school, at home or in the community,” said Howard Nager, VP of marketing and business development at Sun Pacific. “So it was incredibly rewarding to see the tables turned and experience how our fans put their own ideas about what sweetness means into action.”
In addition to on-air time, Cuties was featured on iHeart Radio’s mobile app homepage, on outdoor boards in major metros and online through :30 pre-roll video ads on iHeartRadio websites. Online, Cuties rewarded social fans for sharing photos or videos of their sweet acts on the national Random Acts of Kindness holiday, February 17. The brand also suggested sweet acts fans could perform with Cuties via stories and videos on Instagram, Snapchat and Facebook which were viewed more than 200,000 times in 24 hours.
“Random Acts of Kindness day was the perfect finale to our 100 Days of Sunshine campaign,” said Nager. “From care packages and cooking meals to driving neighbors to the grocery store and helping those in need, our fans are truly practising kindness every day.”
Cuties remain in stores through April. For more information on 100 Days of Sunshine and Random Acts of Kindness Day, visit CutiesCitrus.com
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Publication date: 2/22/2018
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