Well-Pict Inc. is using social media in a virtual coast-to-coast race to attract consumers to its berries.

On July 15, the Watsonville, Calif.-based strawberry grower-shipper launched its “The Berry Tasty Dash” on Facebook.

The interactive contest includes a cast of colorful berry contestants hosted primarily on Facebook, but followers on Twitter and Pinterest can also participate in challenges, according to a news release.

Contestants can vie for prizes following the end of each week’s episode and fan votes will send a contestant “home” each week, according to the release.

“We’re excited about this summer contest for several reasons,” Dan Crowley, sales manager, said in the release. “First, it allows us to engage with our customers and retailers on a personal level. Secondly, we can offer healthy recipes and eating tips to a wide demographic, each with their own specific needs and likes. And last but not least, it’s just going to be a great time.”

The final finish line is scheduled for Aug. 19.