To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Check out the video to see how it all came together. Cumberland Farms - Iced Hoffee Extravaganza from Full Contact Advertising on Vimeo.To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Because of Farmhouse Blend’s surprisingly delicious taste and equally surprising price, we built the campaign around the theme “One Surprise After Another". To keep the surprises coming, we enlist the services of internationally renowned beach icon David Hasselhoff. The campaign launched with a TV spot that featured a beach couple enjoying their Farmhouse Blend iced coffees, when they come across the Hoff sculpting a piano made out of sand. That was just for starters. The campaign also featured point-of-purchase materials, including an over-sized pole sign of the Hoff that hung outside all 600 Cumberland Farms stores. To stimulate conversations across social media, we included the hashtag #icedhoffee on every sign. What happened next was just awesome. Consumers did begin buzzing about the signs. And then they began stealing them. By the hundreds. They pilfered virtually every sign from every Cumberland Farms store along the east coast. It became the ultimate viral experience; consumers literally took our idea and ran with it. It quickly became a news story all across the globe. Everyone picked up on it; from CNN to Jay Leno to the Huffington Post to newspapers and TV stations in the US, UK, Sweden, the Czech Republic, Macedonia, New Zealand and Germany. And what were people doing with our stolen Hoff signs? Anything and everything imaginable. Consumers posted pictures of themselves with the Hoff all over Twitter, Instagram and Facebook. It was a viral explosion and an amazing display of petty theft and consumer creativity, all at once. The Hoff started showing up on canoe trips, in “mantown" basements, at barbecues, outdoor concerts, weekend raves, in the back seat of a convertible, even as a member of a wedding party. Everyone was getting in on the fun; even the Hoff, who Tweeted a plea to people that if they were going to steal his likeness to please buy an iced coffee on the way out of Cumberland Farms What began as a fully integrated marketing campaign became an astounding viral sensation and a consumer-engagement extravaganza; one that garnered an estimated $50 million in free media impressions and blew the doors off of even the most aggressive projections. The campaign resulted in a whopping 147% increase in iced coffee sales. One Surprise After Another
TV: http://vimeo.com/42550039 Instagram #icedhoffee photos: http://web.stagram.com/tag/icedhoffee/ Huffington Post Article (sample media coverage): http://www.huffingtonpost.com/2012/07/18/david-hasselhoff-cumberla_n_1684173.html Agency www.gofullcontact.com Contact: Marty Donahue [email protected]
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