Under the headline 'solving tea-mergencies since 1985' Direct Line insurance have launched http://www.teamergency.com - featuring Direct Line tea and the Direct Line Twitter account.
Direct Line insurance are "now calling on those who are having a bad day - or are in the middle of a 'tea-mergency' – to use Twitter to tell them all about it. (@teamergency.) The best anecdotes will receive a free box of Tea-mergency Tea, which has been specially blended by Direct Line to help solve an everyday crisis. Direct Line is also monitoring all mentions of tea on Twitter, plotting the nation’s obsession with the drink on an interactive [Google] map on a new microsite."
Created by 'master tea blender Alex Probyn', the Direct Line tea blend 'is a combination of North Indian Assam (warm, malty, rich and soothing), Sri Lankan Uva (light, refreshing and uplifting) and Kenyan (bright, strong and rejuvenating)' and the tea is 'designed for times of need.'
The whole Direct Line insurance tea project is framed with specially commissioned research that shows that 68% of people turn to tea in a dilemma.
This is another example of an advertiser trying to drive conversation in order to raise brand awareness - and the interesting thing is that there are no links or no mentions of the Direct Line product on the tea-mergency microsite or the teamergency Twitter account.
Campaign runs until the end of August.
Follow me on Twitter @nickburcher
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