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

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.