well being marketing campaign will get attractive With Ashanti Video And Interactive Hashtag #DrinkUpAshanti

wholesome eating and anti-weight problems advocates lament the truth that, so regularly, the more fit product lacks the sizzle — and indisputably the promoting — that junk food employs to enchantment to younger minds. The sugary cereal containers bear probably the most familiar licensed characters, while vegatables and fruits go unadorned.

a brand new campaign by the Partnership for a more healthy the united states (PHA), put in conjunction with Y&R and VML ny, objectives to rectify this imbalance and make water sexy and funky.

the main car for this message is an awfully distinctive video by Grammy-winning pop star Ashanti, who has in the past given her strengthen to the non-revenue organization. She explains the concept in an introductory video showing on the microsite DrinkUpAshanti.com, telling viewers she’s releasing a “dehydrated” model of her new single, Let’s Go.

enthusiasts can deliver the video to its full richness of sound and colour by tweeting and tagging Instagram posts with the hashtag #DrinkUpAshanti, thereby “hydrating” the video with yummy yummy water.

The video’s director, Carl Addy, says, “What i admire about this marketing campaign is that it’s now not dictating to folks what they wish to be doing. in reality, it’s doing one thing absolutely different. It’s looking to intrigue them into unraveling the narrative in this music video. You’re getting people to explore its meaning.”

indeed, in the video that people are presented with at first, Ashanti’s voice is thin and she or he’s surrounded via principally darkness and shadows.

Producers made a couple of versions of the video, and gradually richer variations can be launched because the hashtag activity goes up to one hundred,000. a few hours sooner than the time of this writing, the campaign’s dedicated Twitter account, @URH2O, said fanatics have been getting nearer to having the ability to see a brand new version:

after all, it helped that the artist herself promoted the marketing campaign thru her social media presences:

response to the campaign on Twitter used to be relatively certain, with tweeps encouraging others to make use of the hashtag and hydrate the video:

along with the entire social motion, a consumer PR marketing campaign being undertaken by Rogers & Cowan has already gotten the campaign talked about in media retailers like Parade magazine and on various native tv stations.

Some opinions expressed in this article is also those of a guest creator and now not necessarily advertising Land. staff authors are listed right here.

about the writer

Pamela Parker

Pamela Parker is government features Editor at Search Engine Land and advertising Land. She’s a smartly-revered authority on digital marketing, having said and written on the topic when you consider that 1998. She’s a former managing editor of ClickZ, and labored on the trade facet serving to independent publishers monetize their web sites at Federated Media Publishing.

(Some pictures used under license from Shutterstock.com.)