Emerge Interactive

The National Mango Board is a promotion and research organization whose mission is to increase awareness and consumption of mangos in the U.S. A key part of achieving that mission is to educate consumers about how to choose and use mangos, including great recipes for a fruit that many Americans are not familiar with. Since more and more consumers access information using mobile devices, they asked Emerge to design and develop a mobile website that would provide consumers with the best mango-related information available, specifically designed for smartphones.

Leveraging an updated brand identity and a new desktop site, we set out to create an easy but also eye-catching mobile experience. The NMB made that much easier by providing great content, including mouth-watering images, easy how-to videos and delicious recipes. On our side, we made sure those images stayed looking good on a wide range of devices (whether held in portrait or landscape orientation).

Emerge's webactive^tm Content Mangement System (CMS) makes it easy for the NMB to keep the site's content "fresh" and up to date, including information on the nutritional benefits of mangos, tips like ‘How To Cut a Mango', helpful videos and recipes for everything from Coconut Shrimp with Ginger Mango Sauce or Mango and Almond Couscous Salad to Mango Bellini—all made easy and available for the consumer on the go.

To make things even easier, you can instantly re-calculate quantities for a different number of servings at any time—while you're shopping for ingredients, or in the kitchen when unexpected guests arrive. Now that's convenience!

The new mobile site was a big hit at the Board's annual meeting in Brazil. The NMB has plans for in-store and point-of-sale promotions featuring the mobile site and are also working on setting measurable goals specific to the mobile site.

Stay tuned for more on mangos.