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To introduce Lipton’s new mocktail range and bring the #HowRefreshing campaign to life, the Lipton Refreshtival was launched at the Superbalist In The City concert at Emmarentia Dam.
The Refreshtival introduced the world’s first tweet-activated raining dancefloor! And on a scorching hot day in Johannesburg, this was the perfect way for festival-goers to stay cool. The concept was simple: Supply the crowd with Lipton ponchos and phone protectors. Get them to tweet with the hashtag #HowRefreshing to start the mist. Then keep on tweeting to make it rain!
The event was a huge success with more than 12,000 samples distributed and over 7,000 target market consumers reached. #HowRefreshing trended on Twitter, with over 1.1 million social media impressions. Driven by the power of social media, festival-goers got to experience something one of a kind while sampling the delicious Lipton Ice Tea mocktails, Virgin Daiquiri and Virgin Mojito.