We’ve all enjoyed that instant lift we get from a cup of coffee. But while it’s a great physical and emotional benefit, it’s a tough one to convey within the confines of digital advertising! And that was our challenge for the online launch of Millicano Sunlight Blend: What could we do to ‘instantly brighten people’s day’, without them actually tasting our coffee?
We invited people to tweet about how their day was going, so our quick-witted comedians could turn these messages into cheery songs on the spot… and instantly brighten someone up. This improv challenge was kept up flawlessly for 8 hours non-stop, via a live video stream from our dedicated microsite. Each one of the 157 songs was performed, edited and shared on Youtube within 10 minutes.
During the 8-hour singathon, there were 14,464 site visits with an average dwell time of 3 minutes on the live video stream. The band received over 1,000 song requests and 157 were selected and performed on the spot – each song lasting between 90 seconds and 4 minutes.
Over the course of the day, 16% of all UK Twitter users saw the campaign. There were 2.5 million twitter impressions in just 8 hours, 9.1 million impressions on Facebook and a total of 944,000 video views on Youtube.
But most important of all, countless days had been instantly brightened.