To generate buzz about its entry into the K-cup market, Italian coffee maker Lavazza activated a series of social media-driven events across New York City fromNov. 27 to 29 that invited consumers to tweet #LavazzaDelivery for a surprise delivery. All over Manhattan, eight branded Fiat 500s (Fiat was a partner) delivered hot beverages to busy shoppers and pedestrians in response to tweets. Lavazza also had a Lavazza Mobile Cafe stationed in the city to act as the hub of the program.
The cups, designed for use in the Keurig single-serve coffee makers, have been released, but the brand wanted to get the word out and the excitement brewing. Lavazza collected email addresses from the folks who got deliveries and entered them into a sweepstakes to win a Keurig machine. The brand also conducted a survey to determine if the consumers liked the blends and how they felt about the experience.
“Single-serve is what it’s all about right now in coffee; it’s where the whole category is headed and we’re really excited to finally be a player in the single-serve market,” says Tonia Mancino, marketing director at Lavazza USA. “The most exciting thing about this event for me is the social integration deployment because it’s a new thing for us.” Agency: RedPeg Marketing, Alexandria, VA.