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.

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!

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.