Löfbergs Brought People Together by Combining Their Interactions
Riley von Niessen — February 16, 2017 — Marketing
References: youtube & experientialmarketingnews
Löfbergs, a roastery that's based out of Karlstad, Sweden, created a coffee giveaway challenge in bus shelters to facilitate interaction between commuters.
Often times, using public transit is a lonely and outright bothersome experience, especially for those who are stuck waiting for a bus in the cold. With Löfbergs' coffee giveaway however, time flew by for commuters, as they were given an incentive for interacting with the people around them. When enough people were involved, buttons that were spread out through the bus shelters could be pressed at the same time.
When all of the 18 buttons were illuminated, a transparent door that secured samples of the brand's coffee was unlocked. Once it was opened, participants dispersed the bags amongst themselves. With this campaign, Löfbergs created a community-driven experience that left participants with a positive association with the brand. In addition, they also all had the chance to try its coffee for themselves, increasing their chances of becoming loyal costumers.
Often times, using public transit is a lonely and outright bothersome experience, especially for those who are stuck waiting for a bus in the cold. With Löfbergs' coffee giveaway however, time flew by for commuters, as they were given an incentive for interacting with the people around them. When enough people were involved, buttons that were spread out through the bus shelters could be pressed at the same time.
When all of the 18 buttons were illuminated, a transparent door that secured samples of the brand's coffee was unlocked. Once it was opened, participants dispersed the bags amongst themselves. With this campaign, Löfbergs created a community-driven experience that left participants with a positive association with the brand. In addition, they also all had the chance to try its coffee for themselves, increasing their chances of becoming loyal costumers.
Trend Themes
1. Community-driven Experiences - Creating interactive campaigns that foster community engagement and positive brand associations.
2. Incentivized Interactions - Using incentives to encourage people to interact with each other and form connections.
3. Experiential Branding - Crafting memorable experiences that leave a lasting impression on participants.
Industry Implications
1. Marketing and Advertising - Opportunity to develop innovative campaigns that go beyond traditional advertising methods, leveraging community engagement and interactive experiences.
2. Food and Beverage - Exploring ways to create unique experiences with product giveaways and activations, to increase brand visibility and customer loyalty.
3. Public Transportation - Potential for collaborations with brands to enhance commuter experiences and transform waiting times into opportunities for positive interactions.
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