Red Digital creates the second successful TweetMob for Mirinda

01 Mar,2012

By A Correspondent


Post the announcement of Mirinda signing up Red Digital for its social media duties and in the back drop of having successfully introduced and executed the concept of a TweetMob, Red Digital yet again created a TweetMob on February 24 for Mirinda. The result this time was even better. Twice in two weeks now, Mirinda TweetMob #tags were one of the most talked about topics on Twitter.


With the hot Indian summer approaching fast, PepsiCo has launched a new campaign for its orange soft drink, Mirinda. The campaign, which orbits around the theme ‘Pagalpanti Bhi Zaroori Hai’, is based on the thought that drinking Mirinda, this summer, is an intense and inescapable experience that leaves one breathless.


“We think of TweetMob as a flashmob on Twitter where our intention is to take over Twitter and engage the twitterati for a certain duration while plugging the brand connect. After the successful execution of the first TweetMob on February 14, it was a challenge for us to out-do ourselves with the benchmarks we set for Mirinda and, more importantly, prove to ourselves that it was not a one-off success by repeating it in a grander manner. It was great to taste success again and take over Twitter,” said Yashraj Vakil, Chief Operating Officer, Red Digital.


The TweetMob started at 3pm on February 24 with a simple question asking people what they thought was crazy enough around them to be called #PagalPanti. The TweetMob lasted till midnight during which Red Digital created and managed conversation around the hashtag ‘#PagalPanti’. Through the TweetMob, Red Digital helped connect Twitter and Facebook users who tweeted about the topic with various Mirinda branded hash tags, creating a plethora of endorsements for the brand.


It wasn’t long before #PagalPanti started trending inIndia. The activity saw 3,700 tweets in the span of 9 hours for @MirindaIndia. Every 50 tweets with #PagalPanti helped the brand reach 7,990 people generating close to 0.6 million views. The brand reach this time was 5 times of what the first TweetMob generated. #Pagalpanti featured among the topics breaking globally and trended in Mumbai,New Delhi,HyderabadandBangalore. @MirindaIndia also saw itself trending in Chennai andHyderabad.


The TweetMob will happen again on March 2 and the following Friday after that.


Commenting on the TweetMob and its success, Harsh Jain, Founder & Managing Director, Red Digital said, “Flashmobs are suppose to be innovative, rebellious and spontaneous. With every flashmob now being represented as a Bollywood song and dance activity, we wanted to showcase their true power in other forms. We chose Twitter because it has become a platform for people to share ideas, collaborate, aggregate and explore new things spontaneously. Twitter is both a place where like-minded people can interact as well as a place for rebels to express their views. We are proud to have created and introduced the concept of the TweetMob; success was just a corollary. The independence of ideating with a bold and social brand like Mirinda has given us this opportunity to explore and innovate. We are thankful as well as determined to create and execute many more path breaking ideas through our association with Mirinda.”


Speaking on Mirinda’s partnership with Red Digital, Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India said, “As marketers, we continuously seek ways to engage with the consumers via innovative means. Mirinda’s TweetMobs is a unique innovation on the digital space that utilizes the strengths of the medium effectively to communicate with our consumers on our latest initiative. The idea is fun and youthful and helped to create awareness of our new flavour campaign in a never-before fashion. It is delightful to see the results of this path-breaking idea for the second time in a row.”


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