"We want to challenge consumers by prompting them to be spontaneous and take up Milki '#idairyu' challenges across South Africa," says Lauren McNish, Boomtown account director for First Choice. "Hashtags have so much power today, they have the ability to cause a stir and create a movement."

The campaign identifies influencers and engages online and offline, challenging them to participate in the '#idairyu' campaign and 'live life to the full', and document their experiences.

Tinus Pretorius, First Choice GM: sales and marketing, concludes, "The campaign ties in perfectly with our brand voice, and it’s an incredibly exciting way to engage with our target market in a fun and meaningful way."

For more information, visit www.firstchoice.co.za. You can also follow First Choice on Facebook, Twitter or on Instagram.