Lipton Ice Tea reached out to 150,000 people

The leading ready-to-drink iced tea brand in India; successfully transformed distressed faces into broad smiles through its Chill Out Surprise Campaign. This one of a kind campaign, spread across 6 days shed the pressure of the tweeps in Mumbai by surprising them with a hamper by Lipton Ice Tea. Achieving a 20% jump in number of followers across the social media platform, the campaign also scored the number one position on Klout.

 

Chill Out Surprise campaign has been one of the most successful online campaigns. Currently, Lipton Ice Tea is number one on Klout, a representation of an overall social media influence, and is also leading on twitter amongst the other beverages. Lipton Ice Tea has a current CRM of over a million followers across Facebook, Twitter and Youtube. The campaign established a strong product connect with its target audience which was evident by the remarkable rise in the sale of the product. The campaign will be taken to other cities in the following months.

 

Lipton Ice Tea, known for its chilled delicious flavored Ice Teas, recreated its brand value in the mind of the customers with this campaign. The campaign built up their social network following, increased brand & product recognition with tons of tweets flying on the web generating curiosity and popularity, encouraging people to buy Ice Teas and tweet about it.

 

Commenting on the success of the campaign Rashi Goel, Brand Manager, Lipton Ice Tea said, ”Lipton Ice Tea is a delicious beverage that gives instant refreshment so it helps people "Take a Chill Pill" in the middle of a busy day.  The "chill out surprise" has been a very effective brand activation wherein we have surprised our consumers with moments of relaxation and refreshment in the middle of their normal working day! This brings alive the brand proposition and helps our consumers experience the brand promise first hand. It also goes to demonstrate yet again how social media portals like Twitter (in this case) make it easy for brands to directly connect, interact and gratify their consumers".

 

The idea was to identify tweeps who seemed stressed or overworked. Lipton gathered a Chill-Out Crew to find out where the stressed out tweeps were. After that the Chill-Out Crew prepared goodie bags to be delivered to the stressed tweeps. The crew created high level of curiosity tweeting live while on their way to deliver the hamper. People who received the hamper were taken by surprise and expressed gratitude for the gesture. The idea was to make Mumbaikars feel special. Living in Mumbai, we need to be constantly reminded of the good things, things that make us happy or just to smile.