Smirnoff Raw Tea needed to make a big splash, with very little money, in a Northeast test market during the peak summer months. So we utilised an alternative channel: viral video. And to make it resonate, we decided to celebrate the people in our test market who summered, through a hip hop video. 'Join The Tea Partay' was born. Our insight was dead on; the video had more than two million hits in its first five months on YouTube, and has appeared in The Wall Street Journal, The New York Times, Good Morning America and CNN – to name but a few.
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