We got three major social networking sites to join “Pimp my profile” campaign.With our specially-created Fanta drawing tools, users could splash our colours all over their profile pages. They could add our cartoon characters, and other elements from Fanta ads, too.And having helped teenagers brighten up their grey and uniform surroundings, we knew they would want to shout about what they had done. Links to pimped profiles were embedded in all online communications, welcome pages, comments and messages.To make it a powerful, viral campaign, we turned the whole event into a competition. Each pimped profile contained a voting button so other users could rate it – which only made the page owners want to soup it up even more, and shout about it even louder.The prize was a “day of fame”, when the best profiles were promoted heavily on the front pages of the three sites.

Poland’s teens had obviously been longing for our cartoon characters to come along.In all, 60,000 people pimped their profiles, creating 60,000 mini promotional sites for Fanta, which were visited by around 3 million people. 2.1 million ratings were registered.More than 85% of people on the three social networks came across a pimped profile, 18% of all internet users.Brand awareness soared, from 64% to 70% in the general population, but among social network users something even more astonishing occurred: awareness of Fanta beat everyone else in the carbonated drinks market.Including Pepsi. Including Coca-Cola.Everybody.