Problem: Teens get bored after about two seconds. We know because they tweet about it over 5 million times a week. That's why vitaminwater (who transformed plain old boring water) set out on a mission to make boring things brilliant for their fans. 

Mission: Transform Twitter from a 140-character yawnfest into a brilliant engine for direct response via social to both deepen engagement on the spot and also drive fans to the brand website. 

So, how does it work? With a simple promise: Tweet us what's boring. And we'll make it brilliant.

Teens tweeted us what bored them using the hashtag #makeboringbrilliant, and we tweeted back with content made just for them. We thought of every possible thing someone could say was boring and created over a 1,000 unique tweets, videos, gifs, and images including hipster zombies, yeti nanas, and one extremely sultry kangaroo.

Click images below to enlarge:

Results

This custom (and sometimes crazy) campaign led to teens everywhere getting direct replies that made their borings brilliant. Twitter called the campaign "best in class" at its #furtherfaster conference, and this project was shortlisted at Cannes. 

SUPER BORING NUMBER STUFF

• Over one million fans were driven to vitaminwater.com.

• More than 10,000 campaign mentions across social channels

• More than 45,000 new Twitter followers through real-time interaction with the #makeboringbrilliant hashtag

• More than 80,000 new Facebook fans through the sharing of campaign content

• More than 85,000 likes/favorites on Facebook and Twitter for #makeboringbrilliant

• More than 1,500 shares or retweets of #makeboringbrilliant on Facebook and Twitter

• Facebook page engagement more than 63 percent above the industry for a Facebook page with more than one million likes

and so I leave you with this…