Lipton - Fight Indooritis

Challenge: Lipton was seeking a way to appeal to the workforce demographic and encourage corporate 9-to-5ers to “Drink the Outside In” and experience the outdoors while stuck at the office. The brand wanted to drive traffic and buzz around a new landing site, www.fightindooritis.com. Strategy: To encourage consumer involvement in the campaign, Gold Group created an online "world" on sites such as MSN Live Spaces, Blogger.com and Podbean to bring to life characters appearing in a series of Fight Indooritis webisodes. We connected with bloggers, social networkers and video enthusiasts to build interest, video views and links back to the landing site. We also launched Lipton’s first in-elevator mobile effort, using the Captivate out-of-home advertising network to drive visits to a companion WAP site. Outcome: The campaign saw double-digit growth in month-to-month viewership, links on hundreds of message boards and coverage in highly sought niche health and wellness blogs including The Diet Pulpit, Self Help Daily and T Ching. Back Next Portfolio Item