Her followers immediately picked it up, and the speculative convos started pouring in on twitter under the hashtag, #WhatsUPIrrfan. Most of the questions were directed at Raveena, trying to pry more information out of her, while others tried their luck messaging Irrfan to ask about the gossip.
That same afternoon, Irrfan replied to Raveena’s tweet, saying:
Irrfan’s vague response added more fuel to the fire, and the speculation itself started to become entertaining to everyone following along on twitter. Some thought it was about Irrfan’s recent induction to the Jurassic Park series…
Just before midnight, Raveena stoked the gossip flames further by indicating that the shocking actions of Irrfan might be found in a video leak, but she made no mention of what was in the clip. After that, the hashtag #VideoLeak starting tracking alongside #WhatsUPIrrfan.
The Twitterati were coming to their own conclusions by this point…most of them speculating that this was a PR exercise for a new movie collaboration or a new television show.
MissMalini joined in the fun by tweeting a previously unseen clip of Irrfan talking about how compelling the project was.
Then Raveena tweeted once again, and some websites started leaking hints that the video leak has to do with Irrfan’s college days.
MissMalini then tweeted off another fuzzy clue showing a short blurred video with some music from the video.
After two days of speculation & conversation on twitter, 7UP finally revealed what all the chatter was about, and they posted the full video:
Taking the brand philosophy of “I feel UP” to the next level of UPtimism, 7UP had Irrfan don the dancing hat for the first time ever. The video showcases a slice of life moment with friends and family by making the celebration of everyday life come alive with 7UP.
Irrfan rose up to the occasion and broke his silence with a slice of life moment from his own career.
In just a few days, the hashtag #WhatsUPIrrfan showed up in 5.3 million timelines, in over 1200 tweets, reaching over 1 million people in just 2 days! The video got 2 million impressions on Youtube, and another nearly 200,000 views on 7Ups Facebook – www.facebook.com/7UPIndia.
It’s not the first time 7UP has initiated an interesting & compelling digital campaign, and now they can add this feather in their cap by setting twitter ablaze for the better part of this week!
Tell us what’s got you feeling UP with this weekend ahead!