Tea and juice brand Snapple has launched its first mobile and desktop branded application that builds on the brand's popular Real Facts to let consumers create a virtual conga line.

The app supports Snapple?s Re-enFACTment digital campaign that is aimed at creating digital extensions of all the brand's Real Facts. Snapple worked with Code and Theory on the app that was developed by Kongotec.

"The beauty of the Re-enFACTments campaign is giving our collaborators the creative freedom to bring the Real Facts to life in their own, unique way,? said Dave Fleming, director of brand marketing at Snapple, Plano, TX.

?As a result, you get really interesting content like this game,? he said. ?Who would have imagined that a Real Fact under a Snapple cap would give way to a whole new world this app creates? It's that type of surprise and delight we want the brand to deliver."

Mobile branding
The free 'Spiny Lobsters in Snaplantis' app is available for iPhone and Android devices.

The game spins off of one of the brand?s Real Facts about spiny lobsters migrating in groups of 50 or more to conga dance along the bottom of the ocean. The fact is #694 in Snapple?s ongoing packaging program and can be found underneath the lid of the company?s products.

Players are challenged to navigate the ocean floor and build up a conga line of as many lobsters as possible. The game can be played via a slow, normal or fast speed.

Throughout the game, users have to navigate obstacles such as rocks and sea urchins along the bottom of the sea floor.

Additionally, consumers can collect bottles of Snapple to prolong the life of their game. Users can also pick three different fruit game pieces for extra game power.

The game is also available for desktop devices at www.Snapple.com/lobster, and Snapple is promoting the app via its Facebook, Twitter and YouTube pages.

Another screenshot of the app

Building mobile engagement
Earlier this year, Snapple worked with 7-Eleven to dole out free iced tea to consumers that downloaded the convenience store chain?s mobile app (see story).

For a consumer-packaged goods brand such as Snapple, a game is a smart way to help build brand awareness.

The game also features a call-to-action for consumers to visit Snapple.com to find more Real Facts, which Snapple is using to give consumers access to all 928 archived Real Facts.

"To meet and stay ahead of Snapple consumers' media behavior, we make sure that everything the brand puts out into the world is mobile-optimized, from its social media content to its responsive Web site,? said Steve Baer, managing partner of the brand design group at Code and Theory, New York.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York