7Up Latin America: advert-body-1 by Impero

Every summer, heat takes over the conversation in Latin American cities. People talk on the streets, in taxis, in newspapers and on the TV. But nowhere does the heat rise as quickly and burn as fiercely as it does on social media.

To combat the heat, London and Buenos Aires-based independent social and digital agency Impero used a custom algorithm to track real time heat related mentions on social media across several Latin American countries.

The online mentions fuelled a ‘social thermometer’ brought to life through an interactive billboard attached to a container filled with 7Up. Every time the needle reached the red zone, the container opened delivering a refreshing ice cold 7Up to everyone.

In addition to the hero content and to help bring the campaign to life in digital format, Impero also created a series of snackable social ‘Heat Hacks’ to reinforce 7Up’s summer promise: ‘It’s 7Up vs the Heat’. A dedicated microsite and always-on social conversations spanning the Latin American markets tied the whole campaign together.