Project Main Details
In the last two decades, single-cup brewers have changed the way America makes and drinks coffee.
This past March, we got a different kind of buzz going with its annual Battle of the Brews campaign.
[Cut to microsite]
The Battle of the Brews taps a vast well of fan passion as it pits beverage flavors against each other in a tournament-style competition to find America’s favorite.
[Scrolling through microsite, flipping through pages]
On a mobile responsive site, thirty-two flavors of coffee, tea, hot chocolate, and other beverages from some of America’s most iconic brands squared off for heated, potable combat. Over five rounds, the brews with the most votes from consumers would win.
[Isolate two K-cup packs and establish; they then come to life. Two square off, like sumo wrestlers. They bounce off each other.]
We knew from social listening and from the 2014 campaign that fans like to tout their favorites and advocate for them to friends.
[The audience cheers.]
[More K-Cup packs enter and it becomes a large scale battle: K-cup packs pile on top of each other and topple over]
We bet that in 2015, consumers would once again jump at the chance to support their favorite flavors and urge their social networks to get in on the fun.
[Audience goes wild]
In the 5 weeks and 5 rounds of the campaign, 1.8 million votes were cast.
[Vote numbers flash in increasing amounts to 1.8 million, impression numbers flash to 7.4 million, etc.]
One out of two people who visited the site came back. We created 7.4 million impressions and 2.8 million engagements. Across all social, we saw 21,000 earned mentions.
[Flying tweets and facebook comments; microsite’s “share” button clicked]
That’s 7 times the number of earned mentions from 2014, by the way. And almost 9 times the number of overall votes.
[K-cup packs pile up to look like a graph or chart]
What can we say? On social, people love to vote. The love to take sides. They love to affirm their passions.
They like winning prizes, too, which is why we attached a sweepstakes.
[Show prizes, but then they just fall off the screen or are swiped away]
But even though there were prizes aplenty, we think it was the opportunity we gave consumers to engage with the brand and its products that really got them talking.
[K-cup packs rise or gather dramatically in the spotlight]
And that, friends, is the whole game.
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