Sting is an energy drink in Pakistan that had slow sales mostly due to the fact that it wasn't perceived as an energy drink. The brand's Facebook page hardly had any visits or likes, and brand awareness was pretty low. Our brief was to increase social media activity while establishing Sting as a proper contender in the energy drink market, thereby ultimately increasing sales.

The invite was simple: take on Amir Khan in a fight on the social media space. People could challenge him to perform boxing exercises in real life depending on how they used the functionality on our Facebook page. We introduced the campaign first by simply positioning Amir Khan's boxing fist versus the fist that everybody has access to on Facebook: the like button.

An initial challenge was to invite people to like our Facebook page. For every 100 likes we got, Amir Khan would have to skip rope once. The total number of likes would determine the total number of times Amir would need to skip rope within 60 seconds. An unprecedented number of likes for Pakistan - 44,000 - floored Amir.

The first challenge was then followed by two more, using the Comment and Share functionalities. Amir Khan eventually lost the best of three competition 2-1.