Tim Bursch

There is this big company that just started offering "Real Fruit Smoothies." Except their main business is burgers.

Another company, Jamba Juice, maker of real fruit smoothies, recently announced a Cheeseburger Chill Smoothie.

Take a look:

Okay, Jamba Juice is not really making smoothies from cheeseburgers. But they are being creative in reacting to a potential new competitor.

Let’s break down their responsive marketing:

• Humorous video to counter the competitor
• Microsite with messaging that reinforces their brand identity
• Promotional coupon on the mircosite to get consumers to take action

• Shareability on the site to the usual social media suspects

I think it’s an integrated campaign. They are building awareness and driving people to buy more smoothies, the real kind.

SOCIAL MEDIA CHECK-UP:
Facebook: Good (lots of likes)
Twitter: Fair - looks like it could use more engagement.
Email:  Not sure. Could reach out to fans, share the video, and build more loyalty.

What else would you add? Would you take action based on this campaign?

Hat tip to Andy Sernovitz for pointing this one out!