Brief Explanation

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 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! 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. 4.1000 tweets out of more than 3000 tweets in first 24 hours generated 4.9 million impressions reaching an audience of 5.6 million. 5. Total impressions touched 65 million. 6. All this, without a single media rupee spent! 7.“I FEEL UP” became a buzzword and was one of the heavily searched brand tagline on Google. 8. Was featured as a prominent case study in 'The Stuff you cant bottle- Advertising for global youth market'. 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.