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Red Digital Bags Social Media Duties for Pepsico's Mirinda

Thursday, February 16, 2012

Press release from the issuing company

Red Digital has been awarded the social media mandate for PepsiCo’s Mirinda.

Red Digital will build and execute social media strategies that will help PepsiCo’s Mirinda brand reach out to their audience on social media platforms. The agency will play a key role in creating online buzz about the brand’s new offerings along with launching various campaigns and building engagement across social networks.

For Mirinda, Red Digital’s immediate mandate on social media is to create an impact for Mirinda’s latest breathless campaign, with which it has launched two new flavors, Mirinda Orange Masala and Mirinda Orange Mango, while continuing with the base Mirinda Orange flavor. The launch is supported by a robust 360-degree campaign called the Taste Twister Challenge, supported via Radio, Outdoor & On-Ground activation along with social media. Red Digital will help in bringing the experience of this program to Facebook & On-ground. The program requires consumers to call or SMS at 08800033333 to choose the Taste Twister of their favorite flavor and recite it repeatedly in one breath for as long as possible; longer the recording, greater are the chances of winning exciting prizes, including 10 MP3 players and 1 tablet PC every day! Red Digital has replicated this experience on Facebook and Android tablets for on-ground activation, making the programme truly 360-degree.

Red Digital is also geared to exploit the new disruptive full sleeve packaging that captures the taste and fun experience of drinking Mirinda through applications on Facebook. These applications use the most prominent aspect of the packaging: the emoticons, to bring alive the new flavors. The applications range from allowing fans on the Mirinda India Facebook fan page to enter into an augmented reality world and play with the emoticons to classifying friends in various taste categories. The agency will also be creating an augmented reality iPhone and Android application.

The campaign, for the first time ever, will also see Red Digital creating TweetMobs though the duration of this campaign. These will be high impact subjects being Tweeted by Mirinda and re-tweeted by a group of people within a specific time frame. Red Digital will connect with the Twitterati’s and get as many people to tweet about the topic with various Mirinda branded hash tags creating a plethora of endorsements for Mirinda.

Commenting on the development, Harsh Jain, Founder & Managing Director, Red Digital said, “Social media provides seamless opportunities to build interest groups. Digital is no longer just about showing banners and clicking on them. It’s about generating engagement, activation and creating convergence between the online and offline worlds. We are glad to have an innovative partner like Pepsi Co onboard and look forward to creating path-breaking innovations in new media in the near future. The new activities for Mirinda brand emphasize our continued focus on digital innovation aimed at bringing value to our clients.”

Speaking on Mirinda’s partnership with Red DigitalRuchira Jaitly, Executive Vice President - Marketing, Beverages (Flavours)PepsiCo India said "Social Media has become a very important tool for engaging with consumers and having a dialogue with them on a constant basis. We are pleased to have Red Digital on board as our social media partner for this initiative. Their prior experience in handling leading brands coupled with a deep understanding of consumer behavior in the digital space will definitely ensure there is a high level of engagement and traction for Mirinda’s campaign on 3 Flavors."

Mirinda India Facebook Fan Page: https://www.facebook.com/mirindaindia


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