A Twitter Flash Mob or ‘TweetMob' as we called it, was a time-limited activity aimed to make people share their experiences using Mirinda branded hash tags. The TweetMob was first announced on Facebook, as Mirinda didn’t have any Twitter followers! We involved the 150,000 fans on Mirinda’s fan page through regular updates. We also showcased tweets by @MirindaIndia, real-time, through a tab on Mirinda’s fan page.An announcement on Mirinda’s fan page on 14th February saw the 1st TweetMob take place between 3:00 pm & 12:00 midnight. Our aim; ask followers what made them go #Breathless this Valentine’s Day. We replied by announcing the new flavours, taking feedback and tweeting the fan page link along with Mirinda’s latest TVC.

We carried out 2 additional TweetMobs on 24th February and 02nd March around #Pagalpanti (madness) and #MirindaMoment, both of which generated tremendous response.

Without a single cent being spent on advertising, the TweetMob resulted in:•7,170 tweets in 27 hours•Every 50 tweets reached 12,088 people.•1.7 million views for Mirinda on Twitter in 27 hours.•Every tweet was re-tweeted 4 times on an average.•#Breathless, #Pagalpanti and #MirindaMoments trended in India.•#Breathless broke through and trended on Valentine’s Day and a day when an India vs. Sri Lanka cricket match ended in a tie.•#Pagalpanti was featured among the topics breaking globally.The TweetMob helped Mirinda stimulate growth as well as create consumer engagement and excitement in social media.