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USApples Wants Consumers to "Take a Selfie"
U.S. Apple Association (USApple) is encouraging individuals to photograph their favorite summer moments with an apple in hand through its Summer Selfie Social Media and PR campaign, #AppleSummerSelfie
Apple Summer Selfie encourages individuals to snap and share selfies in a summer setting with their favorite apples or apple products to celebrate the fruit’s convenience and taste during the warm summer months. Here’s how it works:
1. Throughout the seven-week campaign (June 30 – August 15), while educating consumers about apples’ role as a summer snack on its social channels, USApple will encourage fans to post their Apple Summer Selfie to its Facebook page.
2. The Apple Summer Selfies can be photos of apple lovers enjoying summer by themselves – or with friends or family – with an apple or apple product in hand or on their plate.
3. USApple will share fan selfies on its Facebook page and other social channels throughout the campaign and will choose at least one fan’s photo each week to win a special prize from one of the campaign partners: Brooks Tropicals, Dizzy Pig BBQ, Lee’s Famous Recipe Chicken and Tajin.
“The peak of summer has traditionally been a quieter time for USApple as our growers prepare for harvest,” says Wendy Brannen, director of consumer health and public relations for USApple. “This year, we decided to change that by reaching out to apple lovers where they are most likely to be found this time of year – on the go and using their mobile devices – and remind them in a fun way that apples’ portability makes them the ideal fruit for summertime adventure.
“Selfie was the 2013 Oxford Dictionary ‘Word of the Year,’ so we’re going to use that to the apple industry’s advantage. We look forward to seeing our social channels filled with apple selfies – from apples in-hand on a long hike to warm and gooey in a fried pie to cocktails poolside,” she adds.
USApple will accompany the Facebook contest with a PR outreach campaign, sharing apple summer recipes and health facts that underscore apples’ convenience, nutrition and role as the ideal summer fruit. Meanwhile, the promotion will be cross promoted by participating partners.