7-up Digital, Case study TWEET-A-THON by BBDO Mumbai

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market India
Agency BBDO Mumbai
Released June 2012


Spikes Asia 2012
Media Best Use of Social Media Marketing Bronze

Credits & Description

Product 7UP
Entrant BBDO INDIA Gurgaon, INDIA
Type of Entry Media: Use of Media
Category Best Use of Social Media Marketing
Advertiser/Client PEPSICO INDIA
Product/Service 7UP
Entrant Company: BBDO INDIA Gurgaon, INDIA
Advertising Agency: BBDO INDIA Gurgaon, INDIA
Josy Paul Bbdo India Chief Creative Officer
Sandipan Bhattacharyya Bbdo India Executive Creative Director
Anunay Rai Bbdo India Creative Director
Arjuna Gaur Bbdo India Associate Creative Director
Gurdev Singh Bbdo India Art Director
Gunjan Poddar Bbdo India Senior Art Director
Ranjeev Vij Proximity India Vice President Head Proximity
Divya Uttam Proximity India Planner
Punit Kumar Singh Proximity India Avp/Digital Technology
Rajesh Sikroria Bbdo India Vice President
Neha Sharma Pepsico India Brand Manager
Vineet Sharma Pepsico India Gm Marketing
Deepika Warrier Pepsico India Director Marketing
Results and Effectiveness:
1. It was the world's longest Tweet-a-thon, lasting a little over 73 hours! 2. #ifeelup trended for 38 hours, out of which 30 hours was at the No.1 position. 3. Almost 22,000 total tweets. 4. Total reach 5.19 million. 4. Total impressions touched 65 million. 5. All this, without a single media rupee spent!
Creative Execution:
We decided to introduce the 'I Feel UP' phrase by launching the WORLD'S LONGEST TWITTER CONFERENCE - a 73 hour unbranded Tweet-a-thon on the topic #ifeelup. And invited the youth to participate in this virtual conference and tell us why India feels up. We partnered with theviewspaper.net, an influential online youth forum, to start spreading the word amongst its 3500 members and contributing writers. Invitation videos and banners went up on social media sites asking people to join the discussion and voice their sentiment about an India that's always upbeat. The Tweet-a-thon started at 00:00 hours on the 8th of January 2011 and snowballed into the world's longest twitter conference, ever! With celebrities, opinion leaders and popular twitterati joining in, the buzz around it was tremendous and #ifeelup trended as the most discussed topic on Twitter for over 30 hours! With total impressions touching nearly 65 million!
Insights, Strategy and the Idea:
Insight: Despite 2011 being a tough year economically, research showed that 70% Indians were optimistic about their future. PepsiCo 7UP wanted to celebrate this unputdownable spirit. Strategy: The brand's new tagline 'I feel UP' was all about staying upbeat no matter what. A great fit with the general sense of optimism among young Indians. Idea: We introduced this tagline as a discussion topic for what would eventually become the WORLD'S LONGEST TWITTER CONFERENCE - a 73-hour Tweet-a-thon on the topic #ifeelup.