Move over flashmobs; the tweetmob is here. It’s an era of engagement and brands are constantly working out on next big ideas on various social platforms to ‘engage’ with their target audiences. Leveraging the power of direct impulsive conversation on social media, Mirinda, the orange drink from PepsiCo innovated ‘Tweetmobs’ to connect with its discerning consumers.
Mirinda has partnered with Red Digital to create and manage tweetmob and other social media innovations for Mirinda
Talking about Mirinda’s tweetmob 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 flavor campaign in a never-before fashion. It is delightful to see the results of this path-breaking idea and we believe it is here to stay.”
Creating awareness – with Tweetmobs
Mirinda, leveraged Twitter to announce the launch of its two new Orange flavours - Orange Mango and Orange Masala. To create an awareness about the launch among Tweeples (Twitter users), Mirinda innovated with a idea of Tweetmob on February 14. To kick off impulsive conversations, a topic was provided to the audiences to comment and converse in a given timeframe. The topic was ‘what leaves you #breathless on a valentine’s day’, the theme of breathless was in-line with the campaign idea of ‘un-putdownable tastes that leaves you breathless’.
On Feb 14, the activity saw 2,220 tweets in the span of 9hrs resulting in 200 new followers for @MirindaIndia. Mirinda featured amongst topics breaking globally at the end of those nine hours while MirindaIndia, #breathless trended nationally. All of this in the backdrop of Valentine’s Day and an enthralling India versus Sri Lanka cricket match. Some quick numbers: Every 50 tweets with #breathless helped the brand reach 2,520 people which generated 357 re-tweets thus averaging four re-tweets of every Tweet by brand Mirinda. Each of the tweeples who tweeted in the tweetmob were sent a message back announcing the launch of Orange flavor campaign & link to visit the FB page for more details thus creating awareness of the campaign & integrating the activity with other social media presence.
The month long Mirinda Tweetmob will have new themes every Friday. The Mirinda TweetMob will happen again on February 24 and two more times after that.