In its first foray into event and social media marketing, Luzianne Tea in May launched a Specially Blended RV Tour that offers consumers six-ounce samples of its freshly brewed sweet, unsweetened and green iced teas. Brand ambassadors post images on Facebook and Twitter from the campaign, which is expected to serve more than 250,000 samples and distribute $82,500 worth of coupons both online and on tour.
Luzianne Tea Brews Sampling Tour
The RV tour will visit retail locations, including grocery stores and mass retailers, and festivals in 10 markets. It kicked off on May 7 with the Old Pecan Street Festival in Austin, and will end on July 10 at the Taste of Dallas. It coincides in part with National Iced Tea Month in June and National Iced Tea Day on June 10, when the RV will travel to the brand’s New Orleans headquarters.
Tea is brewed inside the 40-foot van, which is wrapped to resemble a box of Luzianne Tea, and served under a 10-foot tent outside the vehicle. Attendees can toss a beanbag shaped like a tea bag into a target resembling a glass of iced tea to win prizes such as coupons, dry tea samples and branded lunch totes and recyclable grocery bags.
Online, consumers can vote for their preference of sweet or “unsweet” tea. Consumers also may enter an on-pack sweepstakes for the chance to win a $40,000 Class A Motor Home similar to the one used on the tour.
“Specially Blended speaks to our tea, which is specially blended for iced tea. The time frame in the summer made sense to us. This is truly a way to connect with our consumers through trial and bring refreshment to them,” Ashlee Dunn, marketing manager at Luzianne Tea, told Buzz. Agency: Leverage Marketing Group, Newtown, CT.