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Winter is a key season for sales of Lipton Milk Tea in China. Milk Tea is a hot beverage and the challenge was simple: Get students to drink milk tea by communicating warmth, during the upcoming winter season.

在中国,冬天是立顿奶茶的销售旺季。作为热饮,奶茶所面对的市场挑战是: 在即将来临的冬季,借助网络平台,传达立顿“温暖”的产品诉求,让学生消费群把立顿奶茶作为他们冬日饮品的首选。

We created “A Hug A Day” – A social media application that lives on renren.com. Renren is the second biggest social network in China with over 70 Million active users and is primarily used by university students. The app is simple, just start a hug chain every day and see how far your hug chain travels within your social circle. Alternatively, you can also join hug chains on a daily basis. Video content also accompanied these hugs using various characters all linking back to different Milk Tea flavours. When visualising these hug chains, users see their friends’ profile pictures mapped in 3D on objects such as hearts, cakes & flowers to mention a few. There is also a gaming aspect to these hug chains in where users can get magic cards with proof of purchase, and influence the progress of their chains. These magic cards can allow users to double their chains, cut other chains and even steal chains to add to their own.

我们以人人网为主要活动平台,为立顿奶茶系列产品发起了名为“立顿奶茶连连抱”的线上互动活动,通过拥抱这种特殊的身体语言,来彼此分享并延续温暖和问候。人人网是中国第二大的社交类网站,拥有7000万名活跃用户,主要用户为在校大学生。我们所设计的APP非常简单,用户每天都可以发起一个拥抱接力,然后看看自己的社交网络里,到底有多少人加入了这个接力。另外,用户每天也可以加入别人发起的拥抱接力,乐在其中。另外,我们还为每种口味的奶茶都量身定做了精彩的拥抱视频,让不同的角色,演绎不同的拥抱方式。当拥抱接力被视觉化之后,用户可以看见朋友的头像上被加上了爱心、蛋糕、鲜花等三维视觉符号。同时,这个线上活动也加入了游戏的成分,用户购买奶茶后将会得到道具卡,使用这张卡片,用户不仅能让自己的拥抱接力队伍成倍壮大,还可以破坏别人的接力队伍,甚至从别人的接力队伍里“挖角”到自己的队伍里。

To this day, this Lipton Milk Tea campaign holds the record for the highest engagement campaign ever on renren.com with over 2,606,800 unique hug chains started which equals to 3.71% of renren’s total active user engaged in our campaign. In a country where culturally, hugging is not common, the A Hug A Day Lipton Milk Tea Campaign got the nation hugging and chain hugging, socially.

这次“立顿奶茶连连抱”线上活动获得了巨大成功,参与人数创下了人人网有史以来的最高纪录,约3.71%的人人用户参与其中,惊人地创建了2,606,800个拥抱接力。