TETLEY INFUSIONS — INTEGRATED CAMPAIGN
The Tetley Infusions Rescue squad was a summer 2012 campaign for Tetley's all natural liquid tea mix Tetley Infusions. The Big Idea was to "rescue your water" from the powdery, way-less-natural competitors drink mix in their category and use real firefighters to do it.
How? By letting Tetley Facebook fans decide who should become the Tetly Rescue Squad.
Phase one of the campaign was a Live Stream casting session where 12 real firefighters went live to the internet for 15 minutes and bared their soles (and then some!) to fans to get a shot at being one of the 4 chosen rescue squad members.
During the event fans could chat through facebook to the guys and interact live asking questions and making requests like, you guessed it, "Can you take off your shirt?" And, yes, yes, they did.
Phase two of the campaign was a Round Robin tournament where fans voted daily on Facebook for 12 days for their fave firefighters, who each went head to head against another firefighter with hopes at joining the Tetley Infusions Rescue Squad.
Fans would watch profile videos that were edited down versions from the live casting. This enabled us to use and re-use content thoughout the 12 days. As the round robin narrowed down from 12 to 6, we created a second round video with new content and enhanced graphics.
The winners were announced!
From here we produced a stunt video to kick off sampling events across Canada.
Overall the campaign was a hug success reaching over 33 million people on facebook with over 200 million impressions with a total number of visits at 96,421. Voting was very high at over 16,000 votes. It also surpased a goal of 10K Likes and raised over $10,000 for UNICEF.
Meld developed and produced the entire project with partners Data Armada. Live action studio shoot, Facebook event app, including back-end development, a live-action PR stunt and commercial package for Tetley Canada, banners and even the annoyingly catchy music bed in the pr video.
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