Celestial Seasonings launches Facebook quiz app

Share this content:

Tea maker Celestial Seasonings launched its first Facebook application January 5 to promote its new line of green teas. Users can visit Facebook.com/CelestialSeasonings to take a quiz called “PossibiliTEAS.”

Celestial Seasonings will donate $1 to Conservation International's “Protect an Acre” program — up to a limit of $50,000 — for each user who takes the quiz.

After taking the quiz, Facebook users are prompted to enter their home address to receive two sample teabags. The company is giving away up to 15,000 samples. At that point, consumers can also opt-in to Celestial Seasoning's quarterly e-mail newsletter, called “Tea Leaflet.” The newsletter contains information on the company's social responsibility program, special holiday teas and recipes.

Jennifer Stolte, marketing director for Celestial Seasonings, said the newsletter has more than 100,000 recipients. “Building our e-mail database isn't the primary goal of this campaign, but we always want to grow the newsletter to get new information out to consumers,” she said.

The quiz asks users thought-provoking questions. The answers align customers with one of the nine symbolic Asian characters found on boxes of Celestial Seasonings green teas. Participants are given guidance based on the character and its associated meaning. For example, the dragon featured on Authentic Green Tea represents “awakening” while the butterfly featured on Raspberry Gardens Green Tea symbolizes “joy.”

The Facebook app also drives users to Celestial Seasonings' and Conservation International's homepages.

Stolte said she expects the quiz to remain active for three to four months. The company's Facebook fan page launched in March.

She explained that consumers between 25 and 54 years old are the brand's major target audience. “These are some of the fastest-growing demographics on Facebook,” she noted. “Social media is something that's really growing. So many people are online, especially on Facebook, so we're excited to step into the water.”

This is the first time Celestial Seasonings has worked with Conservation International, which works to slow climate change and to preserve tropical forests around the world.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above