Lipton Digital Case Study2009 Dec 15th

http://lipton.renren.com/lipton.do

Funny Afternoontea

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/XMTI1MjQ3MzIwhttp://lipton-icha.youku.com/video.main.play/XMTI1MjQ3NDQwhttp://lipton-icha.youku.com/video.main.play/XMTI1MjQ3NTE2

About the project

User FlowMedia 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 receive2.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

• Keep it simple