Rather than having to make the choice of having to advertise online or offline, Nescafé's red mug campaign successfully merged the two worlds. Taking inspiration from the love locks that are chained to bridges to make note of a pair of lovers, this campaign involved locking up over 1,000 red Nescafé mugs.
In order to claim a mug, users were required to log into a Facebook app, which let them specify their location and receive a four digit code. Although the campaign could have easily stopped here, Nescafé took it a step further by leading people to a booth where they could trade the bike lock for a free cup of coffee and receive another red cup in return. Since there's nothing worse than being in front of something that you can't have, this is a brilliant way to incite action.
Cup-Unlocking Campaigns
This Campaign Challenged Fans to Free a Chained Up Nescafe Red Mug
Trend Themes
1. Offline-online Merging Ads - Brands that creatively merge offline and online advertising can significantly boost engagement and incite action.
2. Interactive Customizable Apps - Companies can benefit from creating interactive and customizable apps that incentivize participation and reward consumer engagement.
3. Incentivized Trade Strategies - Incentivized trade strategies can effectively create buzz and drive traffic, leading to increased brand awareness and sales.
Industry Implications
1. Food and Beverage Industry - Brands in the food and beverage industry can use innovative campaigns to increase brand loyalty and retain customers.
2. Marketing and Advertising Industry - Marketing and advertising agencies can leverage new technologies to create experiential campaigns that drive consumer engagement and response.
3. Retail Industry - Retail brands can utilize incentivized trade strategies to increase foot traffic and drive sales both in-store and online.