Why Mizone’s #FresArt is the fun hashtag today
As Mizone gears up to launch a variant of its beverage brand Fres’in, the company has looked to Twitter in an engaging exercise, where Twitter users can expect their own artwork in return. Conceptualised and executed by Mizone agency VML Qais, artists were commissioned to react to people’s Tweets around hashtag #FresArt with customised illustrations, in real-time.
“Indonesia is one of the most active Twitter countries in the world. Much of that time is spent interacting and chatting with each other. We created #FresArt to join the conversation, encourage fans to try the product and tell us creatively how fresh the product makes them feel. We rewarded our fans with a custom made sketch of their feeling, drawn by one of 5 artists from the local community, and responded as quickly as possible. We felt that #FresArt was a really different and unique way to engage with our consumers in a near real-time experience and represents the vision of the Mizone brand for future engagement in the digital space,” said Piotr Jakubowski, Head of Digital, VML Qais Indonesia.
The company is also utilising the ongoing Digital Matters platform in Singapore today to create further buzz around the exercise, where VML Qais’ Keith Timimi will encourage people to Tweet #FresArt and get their very own picture tweeted back to them.
While Live tweet events have been explored in the past, VML Qais’ spin of instantly gratifying users with personalised artwork attracted interesting action on the social media platform including from influencers on Twitter.
