Share Some Sunshine!
Lipton Ice Tea, like many FMCG brands, found themselves in a difficult position when planning their 2021 summer campaign. With so many traditional audience engagement approaches suddenly off the table due to COVID regulations, they looked to alternative means of reaching their consumers and inviting them to ‘Share Some Sunshine’.
Arcade, working in partnership with the global design agency Design Bridge, was tasked with creating an experience for social media that would put smiles on people’s faces and get the brand talked about by its fans.
We created the assets we needed by taking Design Bridge’s fun, limited edition 2D pack designs and turning them into a series of 3D models. Six different pairs of glasses and eleven smiles made up the experience, which could all be applied simultaneously to two consumers – stretching Instagram’s Spark AR creator platform to its limits.
The experience was designed to amplify the joy and sunny, positive attitude of the brand, and celebrate the power of togetherness. After scanning a QR code on pack, an initially rainy scene is lit up by a bright Lipton sun when the user nods their head, causing their glasses to fall down into place and the first smile to be applied.
We are always looking for innovators at the forefront of their craft, which is exactly what we found in Arcade. We cannot recommend working with Arcade enough.
Tapping then allows consumers to try out all the different smiles, which were all individually modelled and animated. Each had their own distinct personality – some even rewarded consumers with hidden bonus features when they performed certain facial movements.
The Instagram effect was launched in multiple markets including France, Belgium, Poland and Turkey, and was adapted for Snapchat in France and the Middle East. In France, the Instagram effect was opened almost 400,000 times, generating nearly 700,000 impressions over a three month period.
Such was its success that a winter version of the effect was launched in November, letting hundreds of thousands of consumers across Europe enjoy some festive cheer, Lipton Ice Tea-style!
Try the summer or winter effects out yourself on either Instagram or Snapchat by scanning the codes below!