Nowhere does this heated exchange rise as quickly, and burn as fiercely, as on social media.
So this summer, we harnessed the social heat and turned it into a campaign that ran across Latin America for 7UP.
First – we created a custom algorithm that tracked real-time heat complaints on social media across eight Latin American countries.
Then – we created an interactive billboard in the centre of Buenos Aires, attached to a container full of ice cold cans of 7UP.
Finally – as the social heat rose and the needle reached the red zone, we released ice cold 7UP for everyone, proving that in the battle of 7UP vs the heat, there was only one winner.
Social content and website
Tying the whole campaign together was our social media Heat-Hacks and live online social-heat tracker.