For Lipton, TSBI built an interactive gamified experience inspired by the thrill and precision of Squid Game. The campaign transformed a brand collaboration into a playable digital experience where users could participate, score, and engage with Lipton in a fun and memorable way. The game connected the idea of brewing the perfect cup of tea with the precision required to achieve the perfect score, making the brand message feel natural within the gameplay.
The Challenge
Lipton wanted an experience that went beyond regular campaign communication. The objective was to make users actively engage with the brand instead of only viewing content — creating buzz, encouraging repeat participation, and making the Lipton x Squid Game association feel exciting, relevant, and culturally engaging.
The Idea
We created a Squid Game-inspired tea challenge where users had to navigate obstacles, collect cups, and aim for the highest score. The core thought was simple: just like the perfect brew, the perfect score needs timing, focus, and precision — turning the campaign message into an interactive experience users could play, enjoy, and remember.
The Experience
A lightweight, mobile-first web experience accessible instantly through a link.
- Mobile-first gameplay
- Simple tap-based controls
- Lipton-branded game environment
- Squid Game-inspired challenge elements
- Score tracking
- Repeat-play mechanics
- Campaign performance tracking
Impact
Why It Worked
The campaign made users part of the brand story. Instead of simply watching content, users actively participated. The game format encouraged replay, competition, and longer interaction time, helping Lipton build stronger recall and engagement.