Global drinks brand, Lipton Ice Tea, has released the results of its #LiptonxSziget multichannel experiential, influencer and paid campaign to support its objective of becoming the most talked-about brand partner at this year’s Sziget Festival 2023 – one of the largest music and cultural festivals in Europe.
Led by a multinational group of 30 creators from the UK, France, Germany, Netherlands, Poland, Turkey and Hungary, the Lipton Ice Tea S.L.U.R.P Squad (Sziget Lipton Ice Tea Ultimate Refreshment Patrol) was on a mission to entertain and resolve festival ‘emergencies’ for fans at the 450,000 capacity festival in Budapest, Hungary.
The S.L.U.R.P. Squad surprised festival-goers with roaming solutions to festival problems including keeping cool in the summer heat with branded leaf-blowers, fire extinguishers and hoses.
Located between the Main Stage, the ‘Coliseum’, and the festival’s three biggest campsites, a branded static fire truck also offered a Cool Off HQ – a central meeting point for lost festival goers to cool off and chill out while waiting to reunite with friends.
This was supported by two one-off stunt activations across the festival’s busiest days on Saturday and Sunday. Triggered by curious festival-goers pushing a large, yellow ‘Press Me’ button, the activation launched a mass refreshment water fight led by the creators, armed with biodegradable water balloons and Lipton Ice Tea super soakers.
The five-day campaign achieved a combined reach of over 30m followers on TikTok and Instagram, with content published across Lipton and Sziget festival’s owned channels – a including an Instagram live of the Big Cool Off water fight activation – as well as the 30 influencers, including UK creators, @TwinTube, and French creators, @NAMS, @SuitManParis and @JustinAccessible.
The campaign was executed in phases before, during and after the festival, which took place from 10-15 August 2023, in partnership with global influencer agency, Billion Dollar Boy. It was designed to drive brand awareness, generate talkability, grow positive brand sentiment and support organic brand engagement through online conversations around the stunts and activations. The combined campaign objective is to increase online share-of-voice, making Lipton Ice Tea the most talked-about of the 48 official brand partners at the festival.
“At Lipton Ice Tea we love the joy that festivals bring! But it’s not all sun and fun, there’s a flip side to festivals; whether it’s sweltering tents, lost friends or overheated mosh pits,” said Victoire Binet, Global Digital Marketing & Brand Engagement Director at Pepsi Lipton. “That’s why we’ve co-ordinated a crack team of creators to cool down festival-goers and solve their festival ´emergencies’. Their methods may be unorthodox, but they’re sure to surprise and delight fans!”
