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Evian jumps in on Spider-Man 2 premiere

Evian has launched the second stage of its global Amazing Baby & Me 2 campaign, tying it into the Spider-Man 2 movie.

In the first stage of the campaign, Spider-Man meets his own inner-child the Amazing Baby. Building on the idea that there’s a super-baby within everyone, Evian will encourage its community to take a fresh look at everyday problems through this Twitter activation.

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Through the campaign, Evian hopes to provide fun solutions that encourage its followers to let their inner “super-babies out to play”, it said in a statement to the press.

Followers of Evian’s @evianwater Twitter account will be invited to share their dilemmas using the hashtag #AmazingBabyRescueMe, and Evian will respond with creative and funny solutions to these problems.

These personalised solutions will come in the form of humorous tweets, Vines and illustrations from Evian’s newly created Amazing Baby character, via the global Evian Twitter account.

Evian will also undertake social listening in order to surprise social media users who are having a bad day with a personalised response from its Amazing Baby. Throughout the campaign, content will be curated on an Amazing Baby Pinterest board.

Evian will additionally be posting a series of dilemmas on Facebook in multiple local markets, asking fans to act as the Amazing Baby and come up with a solution.

Laurence Foucher, global digital manager at Evian, said: “To build on the success of The Amazing Baby and Me 2, we wanted to encourage people to engage with, rather than just watch the film. Using social media platforms, we’re able to bring The Amazing Baby & Me 2 to life and leverage fans’ excitement in the weeks following the premiere of The Amazing Spider-Man 2 film release.”

Deola Laniyan, senior account director at Evian’s social media agency We Are Social, said: “People will often use Facebook and Twitter to discuss new film releases, and this campaign will tap into this by allowing people to engage with Spider-Man concept, reinforcing Evian’s association with the film.”

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