Heads up, coffee lovers! Here’s a hi-tech coffee brewer campaign you wouldn’t want to miss!
As for me and my family, part of our activities this season is to bond with each other over a cup of coffee and some of our other favorite drinks. Speaking of coffee, our guerrilla marketing highlight for today is about a hi-tech coffee brewer. Curious to know more? Read on to learn more about how this brand drew attention to its new coffee brewer technology and engaged with consumers through an awesome on-the-street activation.
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Heads up, coffee lovers! Here’s a hi-tech coffee brewer campaign you wouldn’t want to miss! How do you like your coffee? Hot? Iced? Brewed? Well, if you’re the type of person who likes drinking brewed coffee, I’m pretty sure you’ll find today’s guerrilla marketing campaign amusing. Bunn-O-Matic Corporation or BUNN is an American manufacturer of dispensed beverage equipment, particularly coffee brewers.
In 2010, when the company launched its new “Phase Brew” product, it conducted an unconventional marketing tactic to make consumers aware about the new coffee brewer.
What exactly did BUNN do? It sent out a team of customized coffee maker segways! By enlisting the services of advertising agency EMC Outdoor, BUNN created a series of out-of-home advertisements for the “Phase Brew” coffee brewer. These were the elements of BUNN’s guerrilla marketing campaign: A Team of Customized Coffee Maker Segways BUNN and EMC Outdoor sent out a team of customized coffee maker segways to key target markets for a month ahead of the holiday shopping season. The segways had BUNN coffee brewers mounted on the front so consumers could easily see the actual product while brand ambassadors explained the product’s benefits and special brewing technology.
The segway team also had WiFi equipped laptops on the side so consumers could register for the brand’s raffle on the spot and get a chance to win one of the hi-tech brewers.
These WiFi-equipped segways did a great job in driving traffic to BUNN’s online contest page! Branded Inflatables BUNN also had a number of branded inflatables designed to draw attention to the segways from a distance.
The inflatables helped create a festive mini-event around the team, and BUNN even took part in a holiday parade! Talk about being seen by the crowd! That’s an added value for the campaign. Aside from educating consumers about BUNN’s new brewer, the brand ambassadors distributed other quality promotional materials to the public. These collateral helped reinforce the message that the brand’s brewers make a superior cup of coffee. Results of BUNN’s Coffee Maker Segways Campaign BUNN and EMC Outdoor saw positive results after the duration of the campaign. The WiFi segways drove significant traffic to BUNN’s online page and provided quantifiable data and actionable leads for the company. Additionally, after the duration of the campaign, the company recorded a total of 7,500 “Phase Brew” units sold. This showed that the segways captured consumers' attention, got them curious, and compelled them to give the new product a try. Kudos, BUNN and EMC Outdoor! This guerrilla marketing campaign shows that brands and businesses have to be proactive if they want to gain more customers in the long run. Don’t wait for consumers to discover your brand on their own. Do something that will capture their attention, whether it be through an insightful product demonstration or a fun campaign. As an independent business owner or marketer, you have to learn to engage and communicate with consumers because this will help build their trust and confidence towards your brand. Get inspired by BUNN’s fun brand activation! You don’t necessarily have to spend a lot of money on your campaigns. With creativity, excitement, and determination to achieve your marketing goals, you’ll come up with a fun brand activation that will resonate with consumers. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for tomorrow's 12 Days of Christmas article! Do you want to learn about how this manufacturer of MINI cars captured the public’s attention through BIG boxes for Christmas? See it in the next 12 Days of Christmas article! |
