Evian is extending its latest, Spider-Man themed version of Amazing Baby And Me with a social campaign in which the Spider-Baby comes to people's rescue on Twitter and other social media. Followers of the brand's @evianwater Twitter account will be invited to share their dilemmas using the hashtag #AmazingBabyRescueMe, and Evian will respond with solutions to these problems in the form of humorous tweets, Vines and illustrations from the Amazing Baby character.
The brand also plans to "surprise" social media users who are having a bad day with a personalized response from the Amazing Baby. (So far, these have included celebrities such as Miley Cyrus). Throughout the campaign, content will be curated on an Amazing Baby Pinterest board. Evian will also post a series of dilemmas on Facebook in multiple local markets, asking fans to act as the Amazing Baby and come up with a solution. Some of the most creative suggestions from each market will be rewarded with prize such as cinema tickets and limited-edition evian Spiderman collector bottles. The winners will be announced through personalized comic book-style Facebook posts illustrating their suggestions.
The social campaign has been developed by We Are Social, while the original video campaign was created by BETC Paris.