Our strategy was to surprise our target in a way that would create word-of-mouth and make Lipton’s message travel virally.First we created “The Woman Who Knows Everything” on the Internet. She improved her concentration by drinking Lipton on the website. Thanks to artificial intelligence software, she answered all questions correctly with 90% success rate, as if tea was the reason.

4.3 million people visited the website within 12 weeks and she became an Internet celebrity.Then we exploited her popularity to announce the mobile promotion. We invited people to the text-and-win promotion through MMS.

Participants received an interactive voice response (IVR) call where the woman claimed that she could spot where they are right that moment. She spotted their correct location with 97% success rate thanks to location-query service. To increase surprise effect, we produced several IVR calls for different times of the day. Phones of participants were assigned with branded ring-back tones so callers listened to our promotional messages.

4.3 million people visited the website within the first 12 weeks (8.7 million visitors overall) and spent 7 minutes on average. The woman answered all questions correctly with 90% success rate.Viral effect continued on mobile. Consumers were surprised as the woman spotted their exact location correctly 97% of the time. 223,902 people participated in the promotion and received free airtime credits. Different IVR calls and branded ring-back tones helped spreading the word-of-mouth among target audience.Digital fame also turned into sales. Lipton sales increased 47% during promotion.

Campaign is nominated for Best Mobile Location Based Advertising Campaign in GSMA Global Awards 2010.