Teens have an attention span of about two seconds. We know because they Tweet about it over five million times a week – and because we were all teens once. The archenemy of all things boring, vitaminwater, wanted to do something about it. So they asked us to create a direct response social campaign that would deepen engagement and drive teens to their not-so-boring website.
Using the #makeboringbrilliant hashtag, teens sent us their problems, and we sent back brilliant customized content. The family cat is boring? Here’s a “meowl” – a cat/owl hybrid. Wide awake in the middle of the night? Our sexy panda serenaded even the most hyperactive teen to sleep. From hipster zombies and yeti nanas to sassy kangaroos, the brilliantly wacky responses – including custom videos, GIFs and images – kept flowing as we cured the deadly boredom plaguing today’s youth.
Teens everywhere got direct replies that turned boring upside down, but these two figures were the icing on the cake – or as we say, the vitamin in the water.