Lipton’s got a brand new bag. The tea brand (parent company – Unilever) has released a national, month-long SMS promo called Lipton Tea Movie Trivia. Entrants vie for a chance to win a year’s worth of free movie passes from either Cineplex Galaxy or Famous Players theatres by texting ‘MOVIE’ (or for the French program, ‘FILM’) to a shortcode. Movie trivia questions are sent to contestants via SMS. One correct answer is equal to one contest entry. The promo is supported online, through in-theatre ads as well as via SMS.
According to Amanda Tatham, assistant strategic account manager for Unilever’s media company PHD Canada: ‘The objective is to support Lipton Tea’s ‘Power of Tea’ messaging, and to drive people to our Web site [at] www.liptontea.ca. Lipton’s messaging speaks to a young, active adult [and] the medium for this program was chosen to reinforce our young, innovative message.’ Toronto-based DDB Canada handles the brand’s creative, while Tribal DDB manages online creative and Web site. PHD brokered the deal between Lipton and the movie theatre chains. Toronto-based mobile interactive company MyThum handled the logistics of the SMS portion of the campaign.
