An Orange America
Tropicana, one of PepsiCo’s billion-dollar brands, hired JESS3 through agency partner NMS to create a meaningful application to serve and engage online communities during the week leading up to the historical 2008 election of U.S. President Barack Obama.
Positioning the familiar brand as a fun, unifying force that transcends polarizing partisanship, Tropicana’s “We’re not red. We’re not blue. We’re 100% orange” campaign was born. We knew that Tweet volume about both Obama and McCain would be high during this time and that aggregation would not be enough to document the significance of the larger trends we saw occurring. Therefore, we turned to a key design and development best practice, data visualization, to produce a dynamic data aggregator for Twitter that delivered valuable information to users while integrating the Tropicana brand with the online capabilities users want.
Personal Democracy Forum and techPresident co-founder Micah Sifry called it “the coolest data visualization I’ve seen yet coming out of the Twitterverse,” and “one of the smartest product placement moves I’ve ever seen a traditional company do online.”