• THE ASK

    Nobody gets bored faster than teens. So vitaminwater, the experts at solving boring stuff (like plain old water), challenged us to make every boring thing in life more brilliant for their younger fans.

PUTTING A DENT IN BOREDOM

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.

 

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  • THE ANSWER

    We transformed Twitter from a 140-character yawnfest into an amusing direct response engine. How? By asking teens, “Tweet us what’s boring. And we’ll make it brilliant.”

FROM SNOOZEVILLE TO AWESOMETOWN

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.

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  • OUTCOME

    Twitter called the #makeboringbrilliant campaign “best in class” at its #furtherfaster conference. Here are the eye-opening numbers that show why.

WHO’S YAWNING NOW?

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.

  • Over 1,000 pieces of unique (and uniquely kooky) content were created
  • More than one million youthful fans were driven to www.vitaminwater.com
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  • RECOGNITION

    Winning awards for our hybrid animal mashups? That’s pretty brilliant too.

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