The first of its kind in South Africa, this “Drink of the Future” needed an “out of this world” launch. We devised a top-secret plan to crash a space ship in a prominent public space in the dead of night. The crash site would be discovered by commuters at first light. We would complete the scene by cordoning it off with tape and have actors dressed as FBI officials and others in hazmat suits. We would let the hype build and leave people to believe that a ship from outer space had actually crashed for some time. And at the pinnacle of events, we would open the vessel and extract a crate that would reveal none other than: Clover Futurelife Smart Drink. And with that, we’d land the “drink of the future”.

An extensive content and timing reveal strategy was developed. Authentic looking video footage and photographic evidence of sightings was created and seeded to various newsrooms using alias names, email addresses and hoax calls. We also secured three key radio influencers. The hoax calls and mails were done mindfully so that the reveal would not make media feel silly, but rather engaged. Two days after launch the social media coverage converted into print, online and broadcast coverage. Launch day began with the 4.30am crash and ended with the reveal of our Smart Drink (and news crews arriving with cameras!). We seeded video footage of the “crash”, oversaw product handouts to people in the traffic and managed messaging around the big reveal. Planning took seven months for a four day campaign (seeding Friday, Saturday, Sunday, revealing Tuesday).The ‘crash site’ was limited to one area, reach via national and international platforms was extensive.

•5206 tweets using #UFOSA sent, reaching more than 18 million people.

•The original quoted opportunities: 826 039. The final OTS sits at 3 121 872.

•RT OTS alone was a 2 269 938.

•The hashtag #UFOSA trended every day for 4 days.

•15 million social impressions were recorded.

•Smart Drink Facebook Community grew to 6,925 fans

•The Smart Drink launch communication (R&F campaign) had a reach of over

1 million (1,165,009 reach)

•The launch video achieved over 65,000 views

•Page post ads achieved 123,227 impressions and reached over 65,000 people

•The Smart Drink Twitter account grew to 393 followers

•Smart Drink promoted tweets achieved 91engagements, almost double the

estimated number.

•Sales of the product doubled from 15, 000 to 30, 000 units.

•99% of responses via social and traditional media were positive and engaging with only a few trolls popping up on reveal day.

•Achieved maximum exposure and talk ability