To help people beat the heat in easy, efficient ways, 7UP launched a social media campaign sharing 'Heat Hacks.'
Online, 7UP also launched a series of social media videos, offering tips on how to beat the heat with DIY projects like the Eco Fridge, the Riegamatic Smart and the Coolbox—all of which include 7UP bottles and simple household objects like towels, water, sand and plant pots.
To complement its online efforts, 7UP worked with the Impero agency on the creation of an algorithm to track conversations about the warm weather across Latin American countries. With this data, a "social thermometer" was created and paired with an interactive billboard. When temperatures rose on the thermometer, driven by online conversations, access was granted to refreshing 7UP beverages.
Key Themes Behind This Trend
- DIY Cooling
- Disruptive innovation opportunity: Develop new and creative DIY cooling solutions using everyday objects.
- Social Media Campaigns
- Disruptive innovation opportunity: Create engaging social media campaigns that offer tips and solutions for specific consumer needs.
- Interactive Billboards
- Disruptive innovation opportunity: Combine digital technology and outdoor advertising to create interactive billboards that respond to real-time data.
Where This Applies
- Beverage
- Disruptive innovation opportunity: Integrate beverages with innovative packaging and DIY cooling solutions.
- Advertising
- Disruptive innovation opportunity: Utilize digital technologies to create interactive and engaging advertising experiences.
- Consumer Goods
- Disruptive innovation opportunity: Develop new product categories within the consumer goods industry by combining functionality and creativity.
