Lipton brews mobile social promotion to drive new product engagement
September 17, 2013
Facebook pages are common for brands such as Lipton
Unilever’s Lipton is marrying its mobile and social presence to promote a new line of hot and cold tea drinks.
The tea brand has rolled out the new Facebook app that is accessible via mobile to launch new K-Cup packs for the Keurig K-Cup single-brewing machine. Lipton has turned to mobile several times in the past to promote its social media efforts.
“The Facebook experience was made compatible for mobile because this is a key platform for both our brand and our consumer,” said Melissa Weingarten, brand building director for Lipton, Englewood Cliffs, NJ.
“This also creates a simple and easy sharable component for the user to upload their experience while on the go,” she said.
Share on mobile
The tea brand’s K-Scope app lets consumers create and share music videos through their Facebook photos.
There are three templates to choose from that match up with new flavors that K-Cup packs come in: Soothe, indulge and refresh.
Once consumers pick a template, the app crawls a user’s Facebook account to create a short video made up of photos posted to a Facebook account. The video can then be shared on a user’s Facebook page.
There is also a check box at the bottom of the app that asks consumers if it is OK to add their submitted video to the gallery of videos.
Tabs along the bottom of the app encourage consumers to buy products or get free samples of the new tea products.
A screenshot of the Facebook app
Links let consumers buy the tea products on Amazon.com, and the samples tab is connected to another landing page within Lipton’s Facebook page where they can sign-up for offers and deals.
There is also a tab that pulls in all the KScope gallery videos where consumers can see all of the uploaded videos from the campaign.
Lipton’s campaign points to the investments that brands are pouring into social media with the high amounts of mobile usage in mind.
Consumers are increasingly on the go and Lipton is smart to tap into smartphone and tablet users since this campaign is about creating user-generated content.
Lipton has used mobile quite a few times in the past to bolster its social media presence.
Earlier this year, Lipton launched an Instagram campaign that encouraged consumers to upload photos that represented moments of joy throughout the day (see story).
Additionally, the brand ran a mobile advertising campaign within the Spotify iPhone application last year to drive traffic to its YouTube page where consumers could watch short video clips and commercials associated with a campaign that featured musical group Lady Antebellum (see story).
“In social media, Lipton encourages people to display their favorite moments,” Ms. Weingarten said.
“The K Scope application brings this to life perfectly by creating an interactive short video of a person’s favorite picture memories,” she said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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