The Beat

POSTED BY ltucker ON Mar 18, 2011

EA Serves Up Florida’s Natural Orange Juice in Playfish Social Games Restaurant City and Pet Society

Players’ Gameplay on Facebook Made More Delicious Through Virtual Gifts Featuring Florida’s Natural Juice Products

EA today announced it will be collaborating with Florida’s Natural juices to feature its products in the Playfish Restaurant City and Pet Society social games as in-game features and giftable virtual items. The collaboration will feature the integration of Florida’s Natural juice products in creative and fun ways. Players will be able to utilize Florida’s Natural juice products to further enhance their online social gaming interactions with friends on Facebook.

In Restaurant City, players run a virtual restaurant and employ their friends to work as waiters and chefs. With a wealth of different decorations, furniture and equipment to choose from, players can make their mark with a completely unique restaurant. Players can visit their friends' restaurants and trade ingredients to create a tasty menu which guarantees their restaurant is the talk of the town. Now Restaurant City players can give virtual versions of Florida’s Natural juices to friends to ensure their restaurants serve the best juice products in the world to its patrons.

In the world of Pet Society, players and their virtual pets spend time playing games, decorating their house and giving gifts to friends, which will now include the gift of Florida’s Natural juice products. Players will also be able to visit animated Florida’s Natural juice stands while they explore the expansive world within Pet Society.

“Florida’s Natural recognized the opportunity to build brand preference amongst the hundreds of thousands of avid female players of Restaurant City and Pet Society,” said Joy Taylor, Director of Global Marketing Solutions at Electronic Arts. “Through this collaboration we were able to enhance gameplay and deliver significant lift in awareness that Florida’s Natural doesn’t import its juice, which was the goal of their marketing communications.”

Established in 2007 and acquired by EA in 2009, Playfish is the world’s #2 publisher of social games on Facebook with popular titles like Pet Society, Restaurant City, FIFA Superstars and Madden NFL Superstars. To date, the robust roster of Playfish social games have been installed more than 320 million times by millions of players around the world on social platforms such as Facebook and others.