Florida's Natural -- yes an orange juice company -- is using social media to engage users and to encourage them to "get on your orange box." Promoted via a TV commercial, the website takes a fairly brand savvy approach via two key features.
The first is a simple avatar creator that allows the user to choose a voice, write some text about "what you believe" and then have the avatar "speak" what they wrote. The user can then send to a friend, post on their Facebook or MySpace page or embed the file on a page of their choice.
I know what you're thinking: Really, orange juice? But the brand campaign centers around the idea of a soap box, and this feature delivers on that brand attribute. It also allows the user to type in whatever they like, enabling them to take the brand and make it theirs.
The second feature allows the user to "post an orange" in a grove with their name, location and a their "belief," chosen from a drop down list of very brand specific choices. There is a strong social responsibility message associated with this feature, and many studies have shown that social responsibility is a brand consideration for consumers. Unfortunately, other than sending to a friend, users can't post their orange outside of the grove, which doesn't take full advantage of the social web.
Still, overall this social media campaign makes sense from a brand perspective. For orange juice, mind you. Who knew?