Trop50 Resolution Rescue

Tweets to #ResolutionRescue are dynamically generated into personalised motivational videos

Project details

Brief

Raise awareness of the new Trop50 orange juice during winter when orange juice sales are at their lowest

Strategy

Generate a personalised video encouraging people to stick to their New Year's Resolutions

Implementation

A custom workflow with moderation, video generation/upload and reply tweeting steps

Deliverables

#ResolutionRescue

Client

Pepsico Tropicana

Agency

Agency Republic
Senior Creative Technologist

Markets

United Kingdom

Audience

Morning commuters
Twitter users

Lifespan

Launched: 01 January 2014
Retired: 31 January 2014

Key technologies

PHP
CodeIgniter
Adobe After Effects
AWS Simple Queue Service

Campaign

Once Christmas is behind us for another year, it can feel like we're swamped with ads encouraging us to eat this/drink to maintain a healthy lifestyle and rectify any naughty behaviour. So instead of telling you what to do, we decided to help people stick to their own personal New Year's resolutions: whether they were to eat healthier, exercise more or make it through the month without drinking.

To drive traffic to the campaign, sponsored tweets and an integrated campaign (published in London's Metro newspaper) directed people to tweet their New Year's resolution with the hashtag #ResolutionRescue.

Tweet whatever's tempting you to break a resolution to #ResolutionRescue and you could win resolution-saving prizes pic.twitter.com/i8No20kBeg
— Tropicana (@TropicanaJuices) January 10, 2014

Struggling to stick to a NY resolution? Tweet your temptation to #ResolutionRescue for the chance to win prizes! pic.twitter.com/LfTUpt7jes
— Tropicana (@TropicanaJuices) January 12, 2014

Temptation whispering in your ear? What is it saying? Tell us using #ResolutionRescue and you could win prizes! pic.twitter.com/vYm1JHk3Zi
— Tropicana (@TropicanaJuices) January 14, 2014

Tweet whatever's tempting you to break a resolution to #ResolutionRescue and you could WIN 1 OF 50 prizes every day! pic.twitter.com/6hoymSDj2X
— Tropicana (@TropicanaJuices) January 17, 2014

Tweet whatever's tempting you to break a resolution to #ResolutionRescue and you could WIN 1 OF 50 prizes every day pic.twitter.com/SBiZK8aOlc
— Tropicana (@TropicanaJuices) January 20, 2014

How are those resolutions coming along? Tell us by using #ResolutionRescue and you could win a prizes! pic.twitter.com/qsOVy9D8me
— Tropicana (@TropicanaJuices) January 21, 2014

User Journey

The user's interaction was simple: tweet us if you're struggling with your New Year's resolution and we will help boost your willpower with a personalised video.

Trop50 Resolution Rescue Flow — Lifecycle
Each tweet went through the following steps to generate a response:
Users tweet with the hashtag #ResolutionRescue, which is picked up via the Twitter Streaming API.
The tweet enters a moderation queue where it is filtered for profanity or use of trademarks. If approved, it is also classified into one of twelve categories (such as cake, chocolate, etc.).
A video is dynamically generated including the users' original tweet, their profile picture, a motivational message and a short animation encouraging the user to stick to their New Year's Resolution.
The video is uploaded to YouTube and an automated tweet is sent to the user with the video embedded into the tweet.

Artefacts

Each video animations was customised to contain the original tweet text, the user's profile picture and the user's twitter username - making it personal to them.

The end-to-end process from tweet to response was between 3-5 minutes. Generation times varied depending on the moderation queue and the template response video (as some videos took longer to render). A cluster of 15 servers hosted by Amazon Web Services picked up a job from the SQS queue and generated the personalised videos.

We pre-recorded a variety of animations to cover all possible New Year's resolutions (and some generic ones just in case).