Implementation
Vitaminwater launched a platform called #makeboringbrilliant, asking people to Tweet things that bored them. In response, Vitaminwater would make it brilliant. As tweets rolled in, some came from a town called Boring, in Oregon. Vitaminwater created an integrated live event transforming the entire town. They released a dinosaur on Main Street, hijacked a Town Council meeting, staged a live concert, and more.

Outcome
The town transformation become a 2-hour nationally-televised event, garnering 579,000 live views. Local and national news coverage added millions of earned media impressions. Twitter followers doubled. And now, millions of people know when they Tweet #makeboringbrilliant, vitaminwater will do just that.