IDEATION OF PROGRAM / EXPERIENCE DESIGN / EVENT PRODUCTION / SWEEPSTAKES FULFILLMENT
In celebration of their 125th Anniversary, Lipton sought a memorable tentpole activation that would bring the energy of the brand to life. Track took on the challenge, and executed a lifestyle-centric event with big impact. The ‘Be More Tea’ Festival invited over ten thousand guests to experience fun activities, musical performances, delicious food, and, of course, refreshing iced tea. The program was developed to put culture and community first, through the lens of the Lipton brand.
Taking over River front park in Charleston South Carolina, we produced photo-worthy and interactive wonderland of branded touchpoints. Among the most prominent were a co-branded photobooth by Cosmopolitan magazine, larger-than-life ‘yard games’ and a grandiose tea pitcher – successfully designed to break a Guinness World Record.
From day into night, hype-worthy bands and artists took to our main stage. Custom designed scrims on both sides of the performance space called attention to Lipton as fireworks lit the sky above.