The challenge was to make MILO relevant again to an entire generation of teens who value independence and self-expression.

The brand needed to redefine itself and what it was known for to an entire generation of teens. Traditional sports just didn’t work. Instead of the brand telling teens, we got the design from the teens themselves. From over 5,704 Next Games ideas that were submitted online at our Next Games Facebook, 360 Pong and its spinning table mechanics was entirely imagined and created by teens themselves. They even wrote their own rules to the game. We only helped make the Next Game idea a reality by constructing it into an actual playable structure.

• In 8 weeks, 5,704 original Next Games were created by teens.• 44,543 new Facebook fans, more than Pepsi, MTV World Stage Asia and Apple Malaysia combined.•Sales of MILO Cans jumped by 44% during the campaign period •9.6m cans sold in only 6 months.•Past 3 months consumption tripled and increased by 33%.•Incremental ROI of 12x with only a budget of USD125,000.•Next Games was exposed to over 5.79m.(The average Facebook user has 130 friends - Source: Facebook).•Next Games became one of the top searches on Google.