The Brief

Objective: How do we make the new 7UP tagline 'I feel UP' a popular expression among Indian youth before the TV campaign goes live.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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 5.19 million. 4. Total impressions touched 65 million. 5. All this, without a single media rupee spent!

Explain why the method of promotion was most relevant to the product or service

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. It snowballed into the world's longest twitter conference, ever! #ifeelup trended as the most discussed topic on Twitter for over 30 hours!