There were 3 tiers.1) Entry:On Carefree Queen’s microsite, consumers had to first find out what spontaneous act they had to do from Carefree Crystal Ball ie. Unleash your party moves, girl kicks butt, imitate star’s music video etc. Consumers had to act out the task spontaneously and upload it.We leveraged on popular teen bloggers to create buzz. We invited popular TV host to participate on Facebook to accelerate talkability. We also had banner ads on MSN & Facebook & TVC. Tied-up with radio cruiser, Hot FM Zoomers and visited universities and colleges to get people to act out spontaneous acts, recorded & submitted on the spot.

2) Voting:TVCs, radio ads and DJ live reads were used to drive traffic to vote for their favourite spontaneous video. Chopp! Teen show and magazines were used as support.3) Finale:Top 10 voted videos were invited for on-ground finale where they had to bring out spontaneous act LIVE!

Record breaking result was achieved!

Campaign received 2.1 million viewers and 2.7 million votes.

In just 2 weeks of launch, Carefree Queen's microsite was ranked FIRST in Google search and unique visitors to the site exceeded KPI by 167%.Sales increased by 13%!

Millward Brown U&A 2010 shows that Carefree became more relevant and appealing to our target!