Film Star Allu Arjun is a dancing god when it comes to the youth of Andhra. And the only thing better than seeing him dance, is making him dance.

Enter India's first Augmented Reality campaign. We put AR labels on 7UP bottles which allowed our consumers to log in to a website and literally control Allu's dance moves by moving the bottle.

The entire communication started with TV teasers, innovative outdoors and viral videos, followed by mall activations and in-store promos.

There were also lucky winners every hour who won iPods and other cool merchandise.

The campaign saw 3,000 teams (7 members per team) register for the playoffs, which meant, 21,000 players took part.

130,000 people were part of these league matches as supporters and participated in contests. Apart from the free media coverage, this 7UP format of the game generated tremendous word-of-mouth in Tamil Nadu during the IPL season. Since the entire campaign was linked to sales (Teams had to collect 7 labels to register), sales of 7UP went up by 30% as compared to the same period last year and incremental sales touched 20.8 million cases, a whopping jump by any standards.