Challenge

• Design an experiential marketing campaign for ESPN and Partner - Lipton
• Target/penetrate the “active lifestyle” demographic, bridging the gap between the consumer and product, Lipton Iced Tea To-Go
• Provide added value for Lipton via sponsorship procurement of relevant events, and activation via product sampling and brand messaging

Strategies

• Recruited, contracted, trained and managed engaging, attractive street team to foster a positive, memorable initial experience between the brand and target demographic
• Distributed product samples to desired demographic at national cycling events, capitalizing on the concentration of relevant consumers to communicate product messages in addition to providing recognition for the ESPN network

                     
Results

• Provided real-time, in market consumer feedback to Lipton and ESPN
• Generated buzz and awareness for new product under the umbrella of established product and network, both creating and enhancing brand loyalty