Saturday, January 14, 2012

Digital Campaign: 7UP - I Feel UP

7UP is back. This time with a new logo, new bottle and a fresh new topical appeal with ‘I feel UP’.

The site gives you a chance to unveil the new bottle and rate it… I didn’t quite understand the need to activate my webcam as the bottle unveils itself anyways :) and what happened to my rating and slogan? Will it be moderated and used? The contributor deserves to know. 

The site has a couple of candid mall activation videos, positive news bytes that bring in optimistic news from across publishers, tweets with #ifeelup and details around their new initiative where Sheriff (a dance reality show winner and India’s UPtimistic Ambassador) will dance and spread UPtimism across 7 Indian cities.

There is a
Facebook linked screensaver with bubble animation that I did download but the actual execution was a flat green background with the logo. 

The overall campaign thoughts are great but the execution on the site has rough edges. 


The Facebook page
 has similar content with upwards of 300k fans. 

There is a separate
7UP website as well.  

They recently executed a
Tweet-a-thon with #ifeelUP, which I completely missed noticing on Twitter, but the website calls out. It generated 6600+ original tweets and more than double re-tweets. 

I did notice (and like) the
Home Page Pushdown on Sify last week. 

7UP is also conducting an
India Optimism Survey with Indiatimes.com

I just love the campaign thought (who doesn’t like a dose of positivity getting into a new year!) and there is so much that can be done around it. Hopefully we will get to see more from 7UP once the TVC is on-air and we get into February. 


Check out the promo site at:
http://www.ifeelup.in/index.php
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