Lipton Ice Tea launches ‘Never Lose Your Cool’ interactive marketing campaign to target Gen Y
To celebrate the start of summer which is anticipated to see hotter than usual temperatures, Lipton Ice Tea is launching ‘Never Lose Your Cool,’ an integrated marketing campaign which uses new and interactive technologies to help Gen Y’s keep their cool over summer.
For the first time, Sydney and Melbourne commuters will have a ‘refreshing’ experience when they hit the underground train stations by visiting the new Lipton Ice Tea cool zones. The dedicated cool zones feature misting technology which creates a cooling effect by propelling tiny water particles at high speed during the morning and afternoon peak travel periods, helping train commuters to stay cool during summer.
City bus users will also have the opportunity to cool down on their daily commute, with Lipton Ice Tea’s interactive misting zones taking over dedicated bus shelters, shopping precincts and beaches across Australia. Just by pressing a button, commuters will receive a fine spray of mist, helping them to cool down on their journey.
Echoing the theme of keeping cool online is Lipton Ice Tea’s ‘Friend Soaker’ a new and highly interactive game which takes social and online gaming to a new level. The game lives on Lipton Ice Tea’s newly launched website and lets fans cool off their Facebook friends by firing water-bombs, shooting water pistols and deploying sprinklers.
Lipton Ice Tea’s new digital platform has also pioneered Australia’s first interactive 360º skydive video. Hosted as a 24 hour take-over landing page on Yahoo and YouTube, the video allowed viewers to experience the jump of a Lipton Ice Tea skydiver from the first-person
perspective, made possible through a unique 360 degree sky camera.
The campaign also includes a new TV ad featuring Hugh Jackman keeping his cool thanks to Lipton Ice Tea.
And if watching Lipton Ice Tea’s new content makes you thirsty, a sampling activation targeted at Gen Y’s is rolling out across the country and include a strong presence at key summer events such as The Big Day Out, the Roxy Quicksilver Pro and beach and University O-weeks.
Credits
Outdoor – DDB Sydney
Instore – Workshop
Media – Mindshare
Digital – Soap Creative
Experiential – 5ive Senses
PR and communications – Pulse Communications
8 Comments
Wouldn’t 5ive Senses read better as Five 5enses?
Targeting Gen Y? Or just targeting people who get hot in underground stations?
No.
Ah guys come on it’s obvious and not great but it will work, huffy’s right though this isn’t target focused it will increase brand awarness across the board, and will work.
It’s not art but a done.
Smart concept, well done
I’m going through menopause hot flushes and I love a cup of tea – this guys just don’t know a good demographic when they see one.
Would piss me off more than anything
doesn’t really work when it’s raining though, huh.