Онлайн-видео: 7UP - DEAD SUMMER (Agency: Grape Russia Grape Russia )

The objective was to tell young people from Russia about new 7UP Lime&Mint. Summer in Russia is the most long waited and mostly often wasted season. We conducted analysis of content formats popular among young audience and decided to turn to the classics of American youth horror films plus the fear of another summer being wasted. Thus we launched to fake promo campaign for a new Russian horror, the main subject of which was the idea that any party WITHOUT 7UP Lime&Mint is doomed to mortal boredom. On August, 20 the film trailer appeared on YouTube.

As a result, campaign turned out into over 45,7 million contacts, nearly 2 million views of the video, 34% of which had viral effect, more than 48 thousands of likes, 7,2 thousands of reposts, 5,6 thousands of comments and 9 million unique reach.

7UP – Я знаю, что вы не сделали этим летом from GRAPE on Vimeo.