We convinced Grammy-winning singer Ashanti to release her upcoming single “Let’s Go” with a dehydrated voice. People were asked to send her virtual water using #DrinkUpAshanti. The more water she received, the more her vocals improved and helped release the song in its full glory. As people sent in their hashtags, the music video transformed from dark and bare to bright and saturated with elements. People who sent her water were tagged in the interactive video on the website.

We released Ashanti’s new single “Let’s Go” with her voice sounding thin and weak. The music video was bare, desaturated and gritty. As people tweeted in with #DrinkUpAshanti, her vocals started to improve, additional instrumentation were added and flowers came to life, adding color to the video. The music video on the website was an interactive video where users could pause and click on hotspots to see whose tweet had hydrated the flowers. They could also search their own tweet or send a tweet via the website.

Within a couple of weeks the campaign saw

? 620 million social impressions

? Major news outlets covered the campaign

? Bottled water brands sent their tweets to hydrate Ashanti’s voice

? Other celebrities joined in to hydrate Ashanti’s voice

? We activated Ashanti’s fans to become advocates of drinking water to help release the song

? NBA superstar Stephen Curry signed up with a water filtration brand, Brita, who credited the deal to the Drink Up initiative

? Water and Americans helped release Ashanti’s new single in its full glory