Nescafe Gave Away 1,000 Red Mugs in the Most Creative Way Ever
Anna Krantova — November 20, 2014 — Marketing
References: creativecriminals
Nescafe organized to spread 1,000 of their iconic red mugs all over two of Croatia’s largest cities. The idea for the campaign came from Nescafe’s existing social media community and the concept of ‘love locking’ where couples lock their love in padlocks along bridges all over the world.
Nescafe locked the mugs with four digit bicycle locks and when customers found a mug, all they had to do was connect with Nescafe on Facebook and receive a special code for the lock. Then, they could take that mug to a nearby stand, swap the bicycle lock and get not only a warm cup of coffee, but another mug, giving them the ability to share a coffee with a friend. The campaign was realized by Advertising Agency: Drap, Zagreb, Croatia.
Nescafe locked the mugs with four digit bicycle locks and when customers found a mug, all they had to do was connect with Nescafe on Facebook and receive a special code for the lock. Then, they could take that mug to a nearby stand, swap the bicycle lock and get not only a warm cup of coffee, but another mug, giving them the ability to share a coffee with a friend. The campaign was realized by Advertising Agency: Drap, Zagreb, Croatia.
Trend Themes
1. Creative Mug Campaigns - More companies can create campaigns inspired by existing social media communities to engage customers in unique ways.
2. Love-locking Marketing - Businesses can create promotions that involve love-locking concepts in order to appeal to a wide, romantic audience.
3. Interactive Promotions - Companies can find innovative ways to make their promotions interactive and engaging to foster customer loyalty.
Industry Implications
1. Food and Beverage - Businesses within the food and beverage industry can create unique and interactive promotions using social media to engage customers.
2. Advertising and Marketing - Advertising and marketing companies can utilize creative social media campaigns to promote products and services for their clients.
3. Tourism and Travel - Companies in the tourism and travel industry can create love-locking campaigns to attract customers and increase brand awareness.
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