Cannes Lions
DENTSU WEBCHUTNEY STUDIOS, Mumbai / BACARDI / 2015
Overview
Entries
Credits
Execution
The disappearing tweets contest was executed through a simple twitter based app that auto-deleted tweets posted on the official Bacardi India account that had a time-stamp hashtag on them.
Each tweet had to be answered within #31m or 1862 seconds or it was gone forever. Additionally, key influencers on twitter were engaged to participate and thus drive up overall visibility for the program
Outcome
As a result of the disappearing tweets contest, the campaign hashtag trended 8 times on twitter during a 2 week period. The digital impact was a new industry standard - 350 mn impressions and reach across 250mn people. But the real success was being able to move the needle on consumption preference – from 53 to 57%.
Post the Triangle campaign, Bacardi became the 5th most interacted brand in India.
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