Teens get bored pretty fast. And they tweet about it 5 million times a week (we counted). That�s why vitaminwater, the experts at solving boring stuff�see plain, old water�set out to make other boring things brilliant for their fans.
It all came down to a simple promise:
Tweet us what�s boring. And we�ll make it brilliant.
Teens used the #makeboringbrilliant hashtag, and we tweeted right back. Mom�s cat is boring? Here�s a brand new pet: the (cat + owl) meowl. Awake in the middle of the night? Let this sexy panda video-serenade you to sleep. All in all, over 1,000 pieces of unique content were created.
The results? Teens everywhere got replies that made their boring brilliant. 1,000,000+ fans were driven to vitaminwater.com. And Twitter called #makeboringbrilliant �best in class� at its #furtherfaster conference, which was icing on the cake�or as we�d say, vitamin in the water.