The Big Idea:Setting up a house "Par-TEAs" (girls night).These days, revolutions start from the social networks...1. 600 Women out of 2,500 word-of-mouth members were selected to host their very own tea party.2. They recieved a special Facebook application for inviting friends on-line.3. They received the party kit (games, Lipton tea box, cocktails and party accessories.)4. In order to get PR and Media coverage we integrated a cause marketing (charity) and a VIP party.5. All women were asked to upload pictures to their walls in order to choose and the best one.

• 600 simultaneous parties.• 12,000 women participating.• 2,800 used the "Invite" application.• 1,300 WOM posts, with an average of 250 friends for each poster.• An astounding exposure to 500,000 of the online crowd.• An Omnibus Poll resulted in a mindboggling 10.5% unassisted brand and party awareness, in contrast to a goal of 5%.