The Social Media Marketing Campaign for Chiquita Banana – Case study.

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Timing is everything when it comes to influential marketing campaigns. I mean…when the power went out in the Superdome during Superbowl XLVII, and Oreo brought down the house with its single well-timed dunk-in-the-dark tweet? I cry every time I see it. It was my screen saver for, like, years.
This year, it was Chiquita that took advantage of the dark, only this time it was due to the much anticipated solar eclipse which made its way across the U.S. on August 21st of 2017.

“On the path of totality, you will see two distinct banana suns. The total eclipse occurs in between the two banana suns as a sort of lackluster intermission.”

In a moment of marketing brilliance, which was almost too bright to stare at directly, Chiquita took full credit for the 2017 solar eclipse, dubbing the sun’s crescent shape the Banana Sun. For three weeks, starting on August 7th, the company went straight up bananas, creating gifs, a website, and a massive glowing banana which they unveiled on August 20th near the Flatiron Building in NYC.

Thanks to the Banana Sun, Chiquita managed to garner thousands of new Twitter followers, hundreds of comments on its Banana Sun GIFs, and tens of thousands of retweets. At least two of the company’s solar eclipse videos were viewed over a million times.

What can I say? We’ve come a long way from corporate dictatorships run by banana companies my friends. This is what I call progress.

It took an intense knowledge of celestial bodies and an unrelenting love for bananas, but we did it. On August 21, Chiquita will move the moon in between the sun and the earth. For a fleeting moment before and after the totally overrated total solar eclipse, the sun will appear to be an enormous fiery banana. This phenomenon shall henceforth be known as the Chiquita banana sun. Please enjoy it. (And remember, wear eclipse-safe eyewear.)

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