Red Digital orchestrates Miranda TweetMob's second innings

MUMBAI: Digital agency Red Digital created the second TweetMob on 24 February for Mirinda.

With the hot Indian summer approaching, PepsiCo has launched a new campaign for its orange soft drink Mirinda. The campaign orbits around the theme ‘Pagalpanti Bhi Zaroori Hai‘ and is based on the thought that drinking Mirinda is an intense and inescapable experience that leaves one breathless.

The TweetMob started at 3 pm on 24 February with a question asking people what they thought was crazy enough around them to be called ‘PagalPanti‘. The TweetMob lasted till midnight during which time Red Digital created and managed conversation around the hashtag ‘PagalPanti‘. Through the TweetMob, Red Digital helped connect Twitterati and Facebook users who tweeted about the topic with various Mirinda branded hash tags creating a plethora of endorsements for the brand.

Red Digital chief operating officer Yashraj Vakil said, "We think of TweetMob as a Flash Mob on Twitter where our intention is to take over Twitter and engage Twitterati for a certain duration while plugging-in the brand connect. After the successful execution of the first TweetMob on 14 February it was a challenge for us to out-do ourselves with the benchmarks we set for Mirinda and more importantly prove to ourselves that it was not a one-off success by repeating it in a grander manner. It was great to taste success again and take over Twitter."

The activity saw 3,700 tweets in the span of 9 hours for MirindaIndia. Every 50 tweets with ‘PagalPanti‘ helped the brand reach 7,990 people generating close to 0.6 million views. The agency informed in an official communiqué that the brand reach this time was five times of what the first TweetMob generated.

Red Digital founder and managing director Harsh Jain said, "The independence of ideating with a bold and social brand like Mirinda has given us the opportunity to explore and innovate. We are thankful as well as determined to create and execute many more path breaking ideas through our association with Mirinda."

PepsiCo India executive vice president - marketing, beverages (flavours) Ruchira Jaitly said, "As marketers we continuously seek ways to engage with the consumers via innovative means. Mirinda‘s TweetMobs is a unique innovation on the digital space that utilizes the strengths of the medium effectively to communicate with our consumers on our latest initiative. The idea is fun and youthful and helped to create awareness of our new flavor campaign in a never-before fashion."

Latest Reads
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories