Woman in yellow helmet and mirrored sunglasses holds a water gun with Lipton stickers before a yellow "S.L.U.R.P" sign
Submitted by Billion Dollar BoyAgency IPI Score 83/100

Lipton - Sziget SLURP Squad

Influencer Marketing

Billion Dollar Boy recruited the five influencers behind Lipton's SLURP Squad activation at Sziget Music Festival in Budapest, with Sunday Treat reporting 149M+ impressions across all platforms.

2.9M+engagements
149M+impressions
5influencers with simultaneous
17Knew organic followers

Case in 60 seconds

Lipton set out to occupy Sziget Music Festival with a live activation rather than a sponsorship credit, which meant designing costumes and props and shipping a wrapped fire engine from London to Budapest.

The campaign appears to turn on the limit of a live stunt, because a patrol working a festival is seen only by the crowd in front of it, and creators supply the second audience.

The organizing idea was to build one physical spectacle at Sziget and let it produce two kinds of film, clean and professional for the official Lipton grid and raw, UGC-style material from the five influencers.

Sunday Treat staged the Sziget Lipton Ultimate Refreshment Patrol in Budapest and produced the films, while Billion Dollar Boy recruited the five influencers who starred in them and ran simultaneous activations. The five led the creative in their own style, and 312 pieces of multi-platform content ran across YouTube, TikTok, Facebook and Instagram.

Sunday Treat reports 149M+ impressions, 132M+ views and 2.9M+ engagements across all platforms, along with 17K new organic followers, each figure carried at the all-platform level rather than broken out by channel.

Strategy Breakdown

Based on the available evidence, the tension is between a festival crowd that treats the event as its own and a sponsor arriving with shipped-in props and costumes, which the patrol conceit answers by casting Lipton as part of the spectacle.
Iced tea reads as a low-involvement drink with nothing to demonstrate, so the category has to borrow attention from the occasion it is drunk in, and a summer music festival is one of the few occasions that supplies it.
Lipton was playing a refreshment patrol working the festival, a role it performed through costume and a wrapped fire engine rather than claimed in copy.
Festival audiences already film the event on their own phones, so creator footage shot raw passes as part of that stream, which appears to be why the influencers were briefed away from the clean-cut visuals held for the brand's own grid.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • TikTok
  • YouTube

Partners

  • Billion Dollar Boy
  • Sunday Treat

Results & Evidence

MetricValue
Engagements2.9M+ Engagements across all platforms
Impressions149M+ Impressions across all platforms
Influencers With Simultaneous Activations5 Influencers with simultaneous activations
New Organic Followers17K New organic followers
Pieces of Multi-Platform Content312 Pieces of multi-platform content
Views132M+ Views across all platforms

Why Billion Dollar Boy's strategy worked

  1. 1

    Recruiting five creators to activate at the same time converts a stunt that exists in one place into 312 pieces of content, because the build is covered by five feeds rather than one.

  2. 2

    Briefing creators to shoot raw while the brand shoots clean lets a single build serve two registers, since the material that flatters a brand grid is the material a creator feed reads as advertising.

  3. 3

    A prop expensive enough to ship between countries earns that cost only when every creator can film it, so the fire engine works as a shared set rather than as one photo opportunity.

  4. 4

    The distance between 149M+ impressions and 2.9M+ engagements suggests work that paid out as reach rather than as participation, which fits an activation the audience watched rather than joined.

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