Society Tea has launched a digital campaign, #OneMinuteTeaChallenge, for its newly introduced product ‘Society One Minute Tea’. Since the brand claims that ‘Society One Minute Tea’ requires only one minute to prepare, the campaign builds excitement as it challenges Twitter users to solve a puzzle within a minute, while making their cup of ‘One Minute Tea’. Interestingly, in most instances, the tea is ready before the puzzle is solved.
Karan Shah, Director, Society Tea, says, “At Society Tea, we are always looking at how to best engage our audiences digitally. We have been staggered with the response to the #OneMinuteTeaChallenge, and the activity has seen some great participation from users who seem to love the convenience and taste of our product offer. Although, the puzzle seemed easy, it wasn’t been solved by most.”
The aim of the campaign activity is to make consumers see and experience how quick and easy it is to make a good cup of tea, and the campaign has been able to reach different consumer demographics in demonstrating this. One of the most loved and retweeted entries has come from Jeroz Nishanth who took the challenge in sign language, including the instructions on how to make the tea, while he was also one of the few to complete the puzzle as the tea was made.
“We always believe that advocacy is the best way for brands to market on digital platforms. More than simple advocacy, video testimonials make a unique and lasting impression on potential customers’ minds,” said, Mitchelle Carvalho, CEO of CogMat, the digital marketing agency engaged by the brand for the said campaign. “An opportunity where the audience themselves are advocating the brand through touch and feel is undoubtedly the future of digital marketing. In view of the same, the success of #OneMinuteTeaChallenge only further confirms our belief,” she added.
The campaign was well received by Twitter users and has garnered more than 8 million impressions, reaching out to more than 3 million unique users.
Jeroz Nishanth entry: