7-up: TWEET-A-THON

Credits & Description:

Category: Best Use of Social Media

Advertiser: PEPSICO INDIA

Product/Service: 7 UP

Agency: BBDO INDIA

Chief Creative Officer: Josy Paul (BBDO India)

Executive Creative Director: Sandipan Bhattacharyya (BBDO India)

Creative Director: Anunay Rai (BBDO India)

Associate Creative Director: Arjuna Gaur (BBDO India)

Art Director: Gurdev Singh (BBDO India)

Senior Art Director: Gunjan Poddar (BBDO India)

Vice President Head Proximity: Ranjeev Vij (Proximity India)

Planner: Divya Uttam (Proximity India)

Digital Technology: Punit Kumar Singh (Proximity India)

Vice President: Rajesh Sikroria (Bbdo India)

Brand Manager: Neha Sharma (Pepsico India)

Gm Marketing: Vineet Sharma (Pepsico India)

Director Marketing: Deepika Warrier (Pepsico India)

Media placement: Digital - Twitter - 8th January 2012



Summary of the Campaign

The challenge:

How do we make the new 7UP tagline 'I feel UP' a popular expression of India's optimism among the youth even before the TV campaign goes live.



Idea:

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 3,500 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 2012 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 65m.



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 5.19m.

4. Total impressions touched 65m.

5. All this, without a single media rupee spent!



So the tweet-a-thon managed to effectively plant 'I feel UP' into urban lingo just in time for the launch of the ATL campaign.



The Situation

Despite 2011 being a tough year economically, research showed that 70% of Indians were optimistic about their future. PepsiCo 7UP thought the time was right to ride this sentiment and wanted to launch a new brand campaign, 'I Feel UP'. The brand's new tagline, 'I feel UP', was all about staying upbeat no matter what.



We saw an opportunity here to make this phrase a popular expression of India's optimism and a part of conversations even before the campaign broke.



The Goal

Recent surveys by leading magazines like India Today and Outlook had shown that India was one of the most optimistic countries in the world, a feeling that was especially true for 19-24 year olds. 7UP wanted to ride this wave of optimism with their new campaign, I Feel UP - their biggest in a decade.



The Strategy

We chose Twitter because we knew this campaign had the potential to snow-ball into a massive event involving celebrities and opinion leaders. Therefore, creating a space where conversations would flow freely between thousand of users was essential. We believe that Twitter has a definite edge over other social media platforms in this regard and it became our platform of choice.



Execution

We partnered with theviewspaper.net, an influential online youth forum, to start spreading the word amongst its 3,500 members and contributing writers. Invitation videos and banners went up on social media sites asking people to join the discussion on twitter 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 2012 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 65m!



Documented Results

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 5.19m.

4. Total impressions touched 65m.

5. All this, without a single media rupee spent!



The tweet-a-thon managed to effectively plant 'I feel UP' into urban lingo just in time for the launch of the ATL campaign.