Mixta is an alcohol-free beer with lemon brand, which possesses a 23% of the market and competes with the leader who has a 68% of the market. It has also appropriated of the name of the product. Since it’s launching in 2005, the brand has been winning market share to its competitor.

Absurd humour was the brand’s token until now.Launching of a hybrid campaign, where digital becomes the main playing field.Internet is main character in the story and the creativity: “We locked a duck in a YouTube drawer and he needs to get one million visits to be freed”.It all happens in the internet and the TV is the loudspeaker during specific times to claim visits. The story grows at acceptation and internet following rhythm (with pieces that reinforce each time, from no one has seen me, I already have half a million (the campaign was supposes to last for 6 months and in only three weeks we got the one million).The WilliX was in YouTube and had the online support in TV. But it was the spontaneous appearance in blog and the diffusion in social networks what boosted the campaign.

In only 3 weeks, Willix achieved the 1,000,000 visits, and he was freed. Only in Spain visits reached 12,000,000 in 3 months, with more that 43,000 'likes'. It was the most seen video of the day in Spain, and the third on YouTube. In only 5 days, 15,000 people became fans of the brand on Facebook.