Marketers love nothing more than landing on a truly fresh idea that’s, at once, engaging, memorable and true to their brand. Even better when it gains tons of free publicity and benefits a local non-profit.
That’s exactly what happened when Lipton Ice Tea SA (South Africa) and its creative services partner took their “Never Lose Your Cool” integrated marketing campaign to six of that country’s most popular summertime beaches.
Fresh Blend, Cool Ingredients
The campaign featured a well-integrated mix of social, online and traditional marketing tactics including:
- Merchandising & Promotion: cash prizes, free product, branded merchandise, and a
laid back rest area dubbed the “Lipton Lounge” - A Publicity Outreach: that garnered extensive coverage from local and national media
- Campaign Facebook Page, featuring campaign updates and photos uploaded directly from beachside events
- Online Video: including a dedicated, regularly updated YouTube Channel
- Co-Branding: with a local lifeguard group, who, in exchange for promoting their
water-safety program, kept beachgoers safe and handed out Lipton promo products
Campaign Centerpiece
But it was Lipton’s floating vending machine platforms, the world’s first, according to the company, which really set the campaign apart. Here’s how it worked:
To “keep their cool,” thirsty swimmers paddled 25-30 yards to a floating platform (iceberg-themed, what else?), where lifeguards and Lipton brand ambassadors welcomed them aboard to enjoy a refreshing shower spritz and freshly vended tea. Swimmers were then given the option of having their photos taken, tagged, and shared to the campaign Facebook page.
After downing their drinks, each departing guest received a special token, redeemable for chilling back onshore in Lipton Lounge, and a chance to win some specially branded swag.
Campaign Highlights & Takeaways
Remembering key strategies and tactics Lipton got right may help you and your creative services provider effectively plan and deploy your next integrated marketing campaign:
- Creative execution: Lipton could have settled for a less interactive shore-side only experience; instead they pushed their teams to deliver something more, and in return, got the world’s first floating vending machines.
- Brand alignment: Positioning its tea as refreshing summertime heat relief is consistent with Lipton’s image and brand promise.
- Tight integration: Marketers delivered an effective and engaging mix of video, social media and publicity; partnering with a local community group was also smart because of the extra goodwill created for Lipton’s brand.
How well did Lipton really do?
Check out these clips from Capetown of the floating vending machine and of consumers interacting with a branded “heat-detecting hydration station” and judge for yourself.
