Lipton’s Be More Tea Festival

BRAND STRATEGY / EVENT PRODUCTION / SWEEPSTAKES

CHALLENGE

Create a tentpole event and brand platform to celebrate Lipton Tea’s epic 125th anniversary.

PROCESS

Lipton Tea entered the music festival business in 2015 hosting the Be More Tea Festival, its first brand-created U.S. festival featuring performances by seven artists including Passion Pit, The Roots, and Walk the Moon.

Held in North Charleston, South Carolina on October 24th, the Be More Tea Festival featured upbeat bands, games and activities, tea-infused food pairings and sampling of the brand's hot and ready-to-drink cold teas. The event also featured a 12.5-foot-tall, 2,204-gallon, Guinness World Record-breaking pitcher of iced tea, from which attendees were served.

The promotional centerpiece was a sweepstakes, featuring prizes of 125 trips to attend the festival, that ran for 125 days from May 18 to Sept. 19, in which consumers earned chances to win by posting photos and videos showing Lipton products or registering online.

RESULT

Track Marketing Provided:
- Festival Event Production
- Venue Procurement
- Site Buildout + Logistics
- Experience Design + Consumer Engagement
- Local and National Radio Promotions
- Consumer Sweepstakes

Category: Brand Activation, Event Production, Sweepstakes, TRACKable