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Winter is a key season for sales of Lipton Milk Tea. Chinese New Year is also a heavy promotion period for the Lipton brand. The brief was all about communicating warmth during the festive season linking back to the milk tea product, and about allowing users to send Lipton Branded Chinese New Year Greetings to their friends.
在中国,冬天是立顿奶茶的销售旺季,同时,春节对于立顿来说,也是颇为重要的销售期。客户希望可以借助网络平台,传达立顿奶茶“温暖”的产品诉求,让用户将立顿的新春祝福送给他们的朋友。
We created a viral tool that lived on QQ.com. QQ is China’s biggest IM and social platform. This tool was comprised of three short films in where users could simply upload a photo of their face, and instantly be part of any of the three films. They had the option to star in a schoolgirl dance, to perform in a rock band and to mime out greetings. In addition to this content, users could type in a customized Chinese New Year greeting to forward along with the film. When friends received this Lipton branded greeting, they saw a film shot in first person of somebody opening a door and receiving a box. The box contained a steaming hot cup of Milk Tea. When users blew into their built in microphone, the steam would then reveal the customized greeting. They then saw the film with the sender’s head in it.
我们在QQ.com上设计了一个“病毒工具”,QQ是中国最大的即时通信和社交平台。由我们所设计的这个工具,包含了三支短片,用户可以轻松上传他们的相片,将短片内主角的脸变成用户的脸,这就意味着,用户可以马上化身三支短片里的演员。他们可以变成热舞的女生,摇滚乐队的明星。除此之外,用户还可以输入自己的新春祝福,随短片一起发送给朋友。当朋友收到来自立顿的新春祝福,他们将看到一个人打开门,收到一个盒子,盒子里面装着一个冒着热气的奶茶杯。更神奇的是,用户只要通过麦克风吹气,短片里面的热气就会变成祝福的话语。然后,他们就能看到发送者的头像出现在影片里。
This campaign has already received loads of free media exposure and proved that viral marketing, and a strong partner really deliver results. In a country with over a billion people, campaigns that reach the millions are not surprising. Lipton Milk Tea ‘A Cup of Greetings’ engaged over 102 Million users in less than five weeks since it’s launch proving that a simple Chinese New Year greeting, can truly go Viral.
这个线上活动被无数媒体争相报道,验证了病毒行销的力量,同时,也说明了拥有一个好的合作伙伴有多么重要。在拥有众多人口的中国,线上广告活动通常很难得到反响。可是,不到五星期的时间,立顿的“新春福气杯”活动却吸引了大约1021万个用户参加,绝对是真正意义上的病毒营销。