Rani Float’s (@DrinkRani) “Wheel of Adventure” competition aimed to create buzz for its tropical flavoured drinks. The target audience was young people across five Middle Eastern countries. The brand needed to connect with these social media-savvy consumers where they spend most of their time: on their mobiles. It turned to Twitter to drive engagement and participation.
The competition connected Rani Float’s orange, mango, pineapple, and peach flavours to the countries associated with them: Brazil, India, Malaysia, and Spain. Forty lucky winners would jet off to these destinations. Users first needed to visit Rani Float’s dedicated website and spin the virtual wheel for a chance to win.
@DrinkRani enlisted Saudi Arabian online influencers such as Hamoosh Alomair and Abdulrahman Ibrahim (@d7oomy_999) to generate excitement and engagement. The brand created a series of videos that followed the popular social media stars on their travels to Malaysia and Brazil. They focused on activities which the winners could enjoy such as abseiling, hang gliding, and driving all-terrain vehicles. These videos were posted on Twitter along with 15-second teasers in a Promoted Video campaign. A link to the competition website from the Promoted Tweets encouraged consumer participation.