Upa!, Shell's convenience store launched a smoothies and frappes line 'Hieliciosos' (a pun made of 'ice' and 'delicious'). To make a fast market introduction it was accompanied with a special invitation: 'How far can you get enjoying before you stop?'
With just a video in social networks the campaign was launched and the reaction was inmediate.
THE BRAIN FREEZE EFFECT
Participants were encouraged to share a video in social networks showing their face expressions when drinking the product until it made them reach the 'brain freeze' effect. The best reactions were awarded prizes.
#upafrozenchallenge GOES VIRAL!
In only one month the challenge achieved the amazing number of 6,085 K interactions in Facebook, Instagram and Twitter, and hundreds of videos were uploaded to the #upafrozenchallenge site... but only one was the happy winner.