New flavor launch awareness trends on twitter on Valentines’ day; Invites tweetmob #pagaplanti theme today
BestMediaInfo Bureau | Delhi | February 24, 2012
Move over flashmobs; tweetmob is here. It’s an era of engagement and brands are constantly working out on next big ideas on various social platforms to engage with their target audiences. Leveraging the power of direct impulsive conversation on social media, Mirinda, the popular orange drink from PepsiCo innovated “Tweetmobs” to connect with its discerning consumers.
Mirinda, leveraged Twitter to announce the launch of its two new exciting Orange flavours - Orange Mango and Orange Masala. Furthermore, to create an awareness about the launch & excitement among Tweeples (Twitter users), Mirinda innovated with a idea of Tweetmob on February 14th 2012. To kick off impulsive conversations, a catchy topic was provided to the audiences to comment and converse in a given timeframe. The topic was “what leaves you #breathless on a valentine’s day”, the theme of breathless was in-line with the campaign idea of “un-putdownable tastes that leaves you breathless”. On Feb 14, the activity saw 2,220 tweets in the span of 9hrs resulting in 200 new followers for @MirindaIndia. Mirinda featured amongst topics breaking globally at the end of those 9 hours while MirindaIndia, #breathless trended nationally. All of this in the backdrop of Valentine’s Day and an enthralling India versus Sri Lanka cricket match. Some quick numbers : Every 50 tweets with #breathless helped the brand reach 2,520 people which generated 357 re-tweets thus averaging 4 re-tweets of every Tweet by brand Mirinda. Each of the tweeples who tweeted in the tweetmob were sent a message back announcing the launch of Orange flavor campaign & link to visit the FB page for more details thus creating awareness of the campaign & integrating the activity with other social media presence.
The month long Mirinda Tweetmob will have new themes every Friday. For those who couldn’t participate, the Mirinda TweetMob will happen again on 24th February and 2 more times after that. Consumers can find more details on the Mirinda India Facebook fan page or on Twitter @Mirindaindia. This Friday @mirindaindia the theme will be “what is crazy around you to be called # Pagalpanti”. Consumers getting maximum re-tweets get a chance to win smartphone.
Talking about Mirinda’s tweetmob Ruchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours), PepsiCo India 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 & youthful and helped to create awareness of our new flavor campaign in a never before fashion. It is delightful to see the results of this path breaking idea & we believe it is here to stay”.
Mirinda has partnered with Red Digital to create and manage tweetmob & other social media innovations for Mirinda.