Are you made of sweat?
By buying AA Drink in your local store, you could win a sweat activated tshirt. When sweating in this shirt, a message appeared. Depending on the message, you could win a meet&greet with Dries Mertens or a signed shirt.
The in-store activation was backed up with a big social media campaign: videos & pictures of the AA Drink ambassadors David Goffin, Pieter Timmers, Sven & Thibau Nys sporting & sweating in their sweat activated tshirt, Dries Mertens content linked to the performances of Belgium during the FIFA WC, etc.
This 6 week activation campaign lead up to a substantial increase of AA Drink sales, more than 12.500 contest participants, 5.4 millions social media impressions & 850.000 video views. 105