Advertising for Unilever Rus: 'Lipton Social Playground: Lipton Journey'

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Industry of the client: Food
Service provided: Advertising
Audience: Business to Consumer
Geographic scope: International
Tags: Advertising, Game, branded game, brand game, gamification, application, Social Media, SMM, play, vkontakte, vk, Facebook, ok, odnoklassniki, russian social media, russian smm, Creative, Creative agency, Case study, case, video case, video case study, lipton, unilever, unilever russia, fmcg

Task: Come up with a five-minute social network game for playing with friends. The game must be markedly different from Crocodile, another title of the five-minute game series.

Concept: A multiplayer relay race with unusual rules.

Implementation: A multiplayer game where 15 contestants race to the objective - a tea leaf - on a track with obstacles. Before start, each user picks a character - orange, raspberry, peach etc. - each representing a Lipton Tea flavor. By completing each race the player earns points which can be spent toward adding special features to the character (for example, clothes) and moves on to the next race which takes place in another setting. In addition to participating in races, each player has a chance to manage the entire game by using a special power. The goal of the "manager" is to use this main player's magic to everyone's benefit by helping to overcome particular obstacles (build a bridge, help jump higher, etc.) so that as many players as possible reach the finish.

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