You already knew that water is a key ingredient for life – but did you know it can also unlock the latest single from a GRAMMY-winning pop star?
Today, our client, Drink Up, unveiled an exciting new social media campaign designed to bring Ashanti’s new single — “Let’s Go” — to life via virtual drops of water…or in this case, usage of the hashtag #DrinkUpAshanti.
Drink Up is a collaboration between the Partnership for a Healthier America (which works with the private sector and Honorary Chair First Lady Michelle Obama) and stakeholders across the public and private sectors to make the healthy choice the easy choice for busy parents and families. The Drink Up initiative specifically is dedicated to encouraging more people to drink more water more often, and by partnering with Ashanti — who sees firsthand how water impacts her performance every single day — Drink Up has designed a darn fun way to help people understand the importance of drinking more water.
Fans will be introduced to variations of “Let’s Go” as usage of the hashtag increases. Right now, there’s a little something missing from the single: the sound is off and the color on the video isn’t there. By using the hashtag #DrinkUpAshanti, people can “gift” Ashanti a drop of water and help bring to life a fully realized version of the song.