Boost Juice releases sequel to popular mobile game
Boost Juice last week launched a sequel to its widely successful Free the Fruit mobile app, which was downloaded nearly 330,000 times and drove more than 225,000 prize giveaways, since it launched two years ago.
The sequel app, called Find the Fruit, will reward players with 1,000 free Boost Juices and other juicy vouchers every day through 27 May, totaling more than $3.7 million in prizes.
In this game, players must join forces with game hero Janine (a gamified version of Boots Juice CEO Janine Allis) to find fruit ‘fruigitives’, which they can later redeem for Boost vouchers and other prizes in-store. Players can also receive in-game bonuses by linking the app to their Boost app.
Find the Fruit makes use of Pokémon Go-style functionality and encourages customers to walk around to find disguised fruits on a map on their smartphone, which Boost Juice chief technical innovation officer, Christian McGilloway, hopes will promote activity and social unity amongst players.
“By introducing the augmented surroundings feature to the Find the Fruit app, we’re hoping to encourage players to get off the couch and enjoy the game outside. When players find enough fruit, they can enter a puzzle game which they can play where ever they choose,” McGilloway said.
“Boost Juice is a brand built on our ‘Love Life’ philosophy, so introducing features to the app that encourage health and well-being made sense. We want our players to be active and social, and ‘Find the Fruit’ is a game that is even better when played with friends.”
Boost Juice’s chief marketing officer, Joanne Bradley, said the new in-app features and engaging storyline offer customers a fresh and exciting way to engage with the brand.
“We know that games play an important part in our customers’ every day. It’s how they unwind, it’s how they socialise. This is a way for Boost to have fun with our customers and build a stronger connection. These campaigns have really increased the length and frequency we’re able to engage with our audience and bring in new customers to the brand.”