http://www.7upfree.ie The Background: 7UP Free came to us in 2011 looking for a new and fun way to engage with consumers over the St. Patrick’s Day period. They wanted to create a campaign that truly connected with their target consumers at a time of year when it feels incredibly special to be Irish, allowing them to escape from the doom and gloom and celebrate what’s great about being Irish - having the Craic! Our Approach: As a play on the typical Paddy’s day political junkets, 7UP Free wanted to give their consumers the chance to live the high life and ‘have the Craic’ as a ‘7UP Free Minister for the Craic!’ With a firm focus on having fun and getting in the Paddy’s Day spirit we designed and developed a website with Facebook integration that allowed consumers to put themselves in the running to be elected as a ‘Minister for the Craic’ and win one of 7 amazing prizes worldwide for them and 7 friends. In order to be in with a chance, users had to submit a photo of themselves ‘having the craic with 7up Free.’ Their photo was then transformed into their very own election poster, complete with their slogan, ready for judging and sharing through social media. Entrants who really felt up for the challenge could upload a manifesto video which outlined why they should be named the Chief Minister and win a 10 night trip to Sydney for them and their 7 delegates... All campaign posters and videos were housed in a gallery where users could view, share and like any of any entries. In order to make the campaign really engaging and ensure the consumer was hooked from the first moment, we also created a fully integrated Facebook connect video which launched when you entered the site for the first time. In the video you were greeted by your campaign manager who explained what was involved and the amazing prizes on offer but the real was hook was that the consumer’s personal Facebook data (photos, friends, current location etc) was included in the video to make it much more personalised and fun. The campaign was fully supported through the line with outdoor, online advertising, bus wraps and BTL activity with the 7up Free Eco Cab team also drumming up support and entries in their ministerial branded Eco Cabs. The Results: Over the course of the 6 week campaign we had a total of 1007 entries and 87,000 unique visitors to 7upfree.ie. We also increased our Facebook fans by over 13,000 during the campaign period.