#NewWaytoTea was the social integration of the Iced Tea Concentrates campaign. The focus for social media was to generate conversation around how each user enjoys the tea concentrates. The goal was to create interest in order to increase social media visibility.

We initiated the conversation by asking our audience about their favorite place to cool down with Tazo. From the comments, we choose one to create a related cinemagraph, and provided them with a coupon. We continued the conversation with new questions and resulting cinemagraphs every other week.

To see more integrations of the Tazo Iced Tea Campaign, stop over at the Tazo Site Design and Iced Tea Recipes sections.

Check out the experience at facebook.com/tazo