Headline News Prints the Day's News on Coffee Sleeves to Gain Readers
Susan Keefe — May 23, 2012 — Lifestyle
References: yr-dxb & thedieline
The creative minds behind the design firm Y&R Dubai devised a clever reader-generating campaign for the United Arab Emirate's leading English newspaper Headline News. Based on the beloved combination of hot coffee and fresh news, Y&R created coffee sleeves adorned with daily headlines. The sleeves were slipped onto the cups of one of the design firm's other client Tim Hortons.
Using realtime package printing, Headline News was able to put the day's leading stories on coffee sheaths so consumers could stay in the know simply by looking at their cup. Since the beginning of the campaign over 1,440 headline tweets have been printed on roughly 840,000 coffee cups and online traffic on Headline News' site has increased by 4 percent, while subscription has jump 2.8 percent.
Clever and current, these headline coffee sleeves may have ushered in a new innovative and interactive form of branding.
Using realtime package printing, Headline News was able to put the day's leading stories on coffee sheaths so consumers could stay in the know simply by looking at their cup. Since the beginning of the campaign over 1,440 headline tweets have been printed on roughly 840,000 coffee cups and online traffic on Headline News' site has increased by 4 percent, while subscription has jump 2.8 percent.
Clever and current, these headline coffee sleeves may have ushered in a new innovative and interactive form of branding.
Trend Themes
1. Realtime Package Printing - Realtime package printing technology presents opportunities for brands to deliver dynamic and personalized messaging to consumers.
2. Interactive Branding - The use of interactive elements like coffee sleeves with headlines creates engaging and memorable brand experiences.
3. News-based Marketing - Incorporating news content into branding strategies can attract consumers by offering relevant and up-to-date information.
Industry Implications
1. Printing and Packaging - The printing and packaging industry can explore the adoption of realtime printing technology to cater to the growing demand for dynamic and personalized packaging designs.
2. Food and Beverage - Brands in the food and beverage industry can leverage interactive branding strategies, such as coffee sleeves with news headlines, to enhance customer engagement and loyalty.
3. Media and Publishing - Media and publishing companies can explore news-based marketing approaches to expand their reach and attract new readership by partnering with businesses in other industries for innovative collaborations.
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