Lavazza Serves Special Coffee to People Waiting in Queue for Tickets
Laura McQuarrie — June 30, 2016 — Marketing
References: lavazza & eventmagazine
In order to keep people entertained while they are waiting in line to purchase tickets for The Championships, Wimbledon 2016, coffee brand Lavazza has been giving out cups of complimentary coffee with selfies and special printed messages like "Keep Calm and Serve an Ace" on them.
These coffee cups were created with the Ripple Maker, a machine that's capable of printing photos and messages straight onto cappuccinos and lattes. While waiting in line is often an experience that is the least exciting part of attending an event, Lavazza managed to turn it into a highly memorable experience.
While this kind of coffee is often served to drive consumers to a particular cafe, it is rare that this kind of special coffee finds its way to people. Over the last five years, Lavazza has made its presence known at Wimbledon by showing up with a coffee-themed activation.
These coffee cups were created with the Ripple Maker, a machine that's capable of printing photos and messages straight onto cappuccinos and lattes. While waiting in line is often an experience that is the least exciting part of attending an event, Lavazza managed to turn it into a highly memorable experience.
While this kind of coffee is often served to drive consumers to a particular cafe, it is rare that this kind of special coffee finds its way to people. Over the last five years, Lavazza has made its presence known at Wimbledon by showing up with a coffee-themed activation.
Trend Themes
1. Personalized Coffee Printing - The use of machines like the Ripple Maker to print personalized photos and messages on coffee cups presents an opportunity for cafes and events to create unique and memorable customer experiences.
2. Enhancing Waiting Experiences - Offering complimentary coffee with personalized messages while people wait in line demonstrates the potential for businesses to transform mundane waiting experiences into enjoyable and engaging moments.
3. Branded Activations at Events - The presence of Lavazza at Wimbledon showcases the potential for brands to leverage coffee-themed activations and partnerships at popular events to increase visibility and create a distinct brand experience.
Industry Implications
1. Coffee and Cafes - Coffee shops and cafes can explore the integration of personalized coffee printing machines to offer customers a unique and personalized beverage experience.
2. Event Management - Event organizers can consider incorporating branded activations like the Lavazza coffee-themed display to enhance attendee experiences and create a lasting impression.
3. Branding and Marketing - Brands can look into partnering with popular events and utilizing unique activations, such as coffee-themed experiences, to generate buzz, increase brand visibility, and foster customer engagement.
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