Apple Fox Cider has been breaking conventions from the start. We raided apple orchards to create the most refreshing drink that contained real apples. We fooled everyone with square apples on April Fool's Day. We even swore publicly and got away with it with our hashtag #whatthefox. The Apple Fox brand is built on irreverence and crate-loads of cheekiness. In search of more moments of irreverence, we saw an opportunity in the annual Dragonboat Festival in Malaysia. Only certain Malaysian states and groups of people celebrate this traditional festival that originated from China. In turn, very few brands even bother to leverage this holiday. We were tasked to create a social post for the festive season as part of our Always On, but we were eager to think outside the crate and make mischief on this usually low-key season.
We wanted to go beyond posting a generic greeting and found a perfect opportunity to bring our brand's personality to life. Inspired by the races, we wanted to bring the dragon boat experience online. Facebook's algorithms sort comments automatically according to relevance and comments that get to the top are fueled by the Replies and Reactions that they get, making it seem like a race itself! We saw a gamification opportunity that anyone can enjoy with rapid thumb-tapping. By exploiting Facebook's ability to sort comments by 'Most Relevant', we created Malaysia's first-ever race to the top of the Comments section, where the Top 5 would be rewarded eight cartons of Apple Fox Cider. To get their boats ahead, they needed to post a comment that garnered the highest engagement. They could get anyone to comment on their original comments to keep themselves ahead of other racers. The simple move thrilled many Malaysians who were all racing to win in the comments.