RRJ #2

Reference:

Madden, N. (2010, Jan 26). Unilever links hot steam with warm wishes in Lipton contest. Advertising Age. Retrieved Feb 1, 2010, from http://adage.com/globalnews/article?article_id=141764

Summary:

Unilever has conducted the Chinese New Year Campaign in Lipton content. The campaign, called “Cup of Greetings,” is going on toward family celebrations leading up to the Lunar New Year, and it invites greeting with friends using its unique service. The service is that they offer a digital greeting video like one’s original short movie, and you can make your own greeting video on Lipton’s website. The main process of making your greeting video is that you choose one film first from three types of them, featuring mimes, schoolgirls and a rock band, and upload a photo of your face to share with the other people, and then, the person who receive your greeting video comes to see the film which you are in as a main actor. In addition, your message appears from the steam when the greeting arrives in the scene of a steaming cup, and the greeting message can use any language. The campaign ran through so many people in a short period; as a result, more than 17 million viewers were attracted in the first two weeks from when the campaign started. There are more benefits sending a greeting on this website; the user who sends 20 greetings can get net money on the site worth $1.46, and the user who sends the most messages wins an iPhone. Now, there are around 338 million users with the world’s largest internet market, and the influence of using digital media strategies is becoming wide in the world.

Reaction:

Now, the number of campaigns having the purpose of making people have a strong relation with each other, such as this Lipton campaign, is increasing. This kind of campaign invites people to communicate with others like a friends or family, and the thought caught on with people around the world. This campaign invites people to greet the people around them; also it can combine personal connection and the merchandise, Lipton tea, in this case, very well. Usually, most people don’t like any advertisement included their familiar things like a e-mail or website; however, in this case, people can enjoy the funny greeting video with Lipton. The content attracted people, particularly young people, and came up among them due to the impact or fun of this campaign. In addition, we can learn about the spread of digital media marketing from this article; there are so many people who use online content now, and digital media is taking the place of the other media, TV, magazine, and radio. In fact, a huge amount of people are moved by this digital content, and this kind of campaign may increase more as for the result that is success of this Lipton digital media campaign.