The hack was a simple one, it wasn't without a lot of internal testing that we got it right. The font on the image, the alignment of the text had to look exactly like a text-tweet would. This was the only way to surprise and then win our consumers.

The tweet was sent out from the brand handle. We encouraged people to create and upload their own versions of the World’s Longest Tweet and share them with us.

Some influencers organically picked up on our tweet and lent their support to us. Our parent brand @Bisleri also joined in the fray and managed to get us more eyeballs.

With only 1530 followers the #UrzzaPower tweet generated 11,173 impressions, that’s a whopping 700% increase in the number of people who would have seen a normal tweet by Urzza.

During a span of two days the Urzza Tweet generated 9 times more re-tweets than most of the beverages in India (marketed to the youth) on Twitter with the same time period.

With one day of the tweet being sent, we saw a 21% increase in Twitter followers for Urzza Power.