Lipton Digital Case Study 2009 Dec 15th http://lipton.renren.com/lipton.do
The afternoon tea delivery project was firstly held in 2008.
It is a project targeting young people working in office buildings,
thus using digital platforms as its key communication channel.
Viral emails and SMS are created and sent to encourage people to go to Lipton website and order free afternoon tea basket for their friends/colleagues working in chosen office buildings.
About the project
What’s on the website
To participate in this project, consumers have to get to Lipton’s website, and by choosing a cup of tea, they will know the “3 ways of drinking black tea”
There are viral videos on the website joking about the boring “office life”, which also help to strengthen Lipton’s role of refreshing you during office time, etc.
What’s in this Gift Pack.
A cup of Lipton tea, biscuits, Lipton chess, Lipton teabags
For the 2nd season of this afternoon tea project, Lipton, this time, cooperate with video website, Youku, to create and share viral videos. http://lipton-icha.youku.com/video.main.play/XMTI1MjQ3MzIw http://lipton-icha.youku.com/video.main.play/XMTI1MjQ3NDQw http://lipton-icha.youku.com/video.main.play/XMTI1MjQ3NTE2 About the project
User Flow Media Touchpoints Seeing others received in real life Interact on Minisite Watch funny videos, create and upload your video online Send Tea to friends Send by email/MSN, encourage them to click here Sender Receiver Receive links in MSN from friends Interact on Minisite 1.Watch Videos & confirm to receive 2.Locate office building to receive Receive in office Send Tea to friends Turn to sender finally to spread more
Booming of the project
The Lipton afternoon tea quickly get a warm and wide response from consumers. Especially when the yellow Lipton tea basket arrives office, the attention of other colleagues around will easily be raised and more participants will join the project.
Many of the participants found this a very good brand experience and post their comments and tips for following participants actively online.
First season of the project was mainly held in 1st tier cities, while in 2009, Lipton is holding this project in more cities including Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Wuhan, Hangzhou.
Comments and pictures from participants via blog / BBS.
Learning: Devil is in Details Flash with sound effect in first screen to catch attention Easy Registration: Identify your account in Youku automatically. Easy Sharing: Generate Link so that can share this to friends though MSN,QQ. Map in site to locate your office building PK Mechanism to engage voting
Why is it successful
Viral emails are popular among office clerks.
People want to send a message to friends to show that they remember each other. And this project offers them a chance to give something real.
An interactive project often request extra efforts which is usually a barrier to participate. But this time, as the “basket” (by giving out something real) is considered quite attractive to consumers, it is much easier to encourage them to visit the website and participate.
Implications to us
Link digital engagement with rewards like real product experience
Engage users where they are, utilize their current behaviors
Offer platforms/tools that allow consumers to connect