On Jan. 27 in Los Angeles, tea brand Lipton Brisk launched the Brisk Star Wars Road Tour in conjunction with digital and TV efforts to drive consumers to uncaptheapp.com to download its Brisksaber app, which allows consumers to use their fingers as light sabers in a battle between the light and dark sides. Consumers can fight either as Darth Maul (dark) or Yoda (light). Participants post their scores to Facebook, and in the coming weeks Darth Maul will address winners with personalized messages on a leader board.
The tour is stopping at colleges, universities, comic book stores and key retailers to engage 18- to 29-year-olds. On-site, consumers sample the product and test the app. They can win prizes, like collectible light- and dark-side cans. There’s also a green-screen photo activation that puts consumers in a light versus dark battle scene and drives them to share online and download the app.
“Brisk just hit the billion dollar retail sales mark and a million Facebook fans. It’s a good time for the brand,” Eric Fuller, director at Brisk, told Buzz. “Our struggle is always, how do you get the physical community and the social community engaged so that neither feels left out? This tour makes it more engaging to the point that you can pass along to your friends to let them know where you saw the event and then it has a life of its own online.”
As Brisk travels from the West Coast to the East, it’s also tracking and announcing which side each city favors more. It’s also making a stop at next month’s South by Southwest Festival in Austin and at military bases in Texas. The app has more than a million downloads so far and consumers are engaging with it for an average of six minutes. Agency: Amplitude Marketing Group, Newtown, CT.