Britvic’s Extend Your Weekend Monday morning event campaign for Lipton Ice Tea continues this Monday (July 11th) at London’s Truman Brewery in Brick Lane, with Adam Buxton’s Bike Powered BUG, where the comedian’s video- and music-based routine will be powered by participants on their bikes.
Buxton’s performance is one of three free hero events in the Extend Your Weekend series, which kicked off mid June with a brunch created by ‘culinary artists’ Bompas & Parr. The final hero event will be the Visions Festival Encore on August 8th, featuring selections from the Hackney festival weekend. Consumers can register for a draw for free tickets at www.extendyourweekend.co.uk.
The event series also features five paid-for events which consumers can buy tickets for from the website.
The Lipton summer campaign is a follow-up to last year’s Daybreakers campaign. The idea is to challenge London’s consumers to break with their usual Monday morning routine. All the activities are scheduled to end at 9.00am, and have been designed to let consumers “start their working week in a fun and uplifting way”, according to Britvic.
The campaign push is being supported by Out Of Home advertising including branded London bus sides, digital advertising and sampling activity to reach more than 600,000 consumers.
Kevin McNair, GB marketing director for Britvic, says: “We want to encourage consumers to beat the Sunday night blues and start their week refreshed. Lipton Ice Tea is such an iconic summer drink, and we are confident that Extend Your Weekend is a great way to drive consumer excitement.”
Last summer, Lipton ran a series of pop-up sampling experiences encouraging Londoners to “#Beadaybreaker” and look at their city in the same way that tourists do. The brand transformed key pedestrian zones and parking bays with a series of pop-up ‘parklets’ offering fun alternatives to the usual London street furniture that adorns London pavements. The parklets featured branded chill out zones, with comfortable seating areas and a bespoke bar, serving ice cold Lipton Peach Ice Tea.