Mirinda used these elements on every channel, television copies became moving memes, radio ads added voice and billboards took over the city. All media was best utilized throughout the campaign to recreate the online experience and maximize engagement with the consumer. First element was a ‘call-to-action’ copy on TV and online. Young kids were told to log on and choose the best pop-culture reference for Mirinda memes all conveniently found on Mirinda’s Facebook page. Users then voted for the third TV copy, making the winner “the creator of a Mirinda commercial” using user generated content to make Mirinda cool again.

The effectiveness of a planned and precise 360 campaign that used all channels to ping pong off one another was primarily reflected in a 35% increase in sales volume (AC Nielsen) and putting Mirinda back on top of the orange market Share Leadership. Engagement results also surpassed expectations, as we increased our social fan base by 30%, gained AER of 2.84% (benchmark 0.13%) on Facebook and 1.4 million views on YouTube.The engagement created from different media touch points increased the brand’s Top of Mind +2 pts (+1pts objective), Fun Brand +3pts (+2pts objective) and Trendsetting +4 pts (+4pts objective).