When faced with the challenge to create an offline campaign for Nescafé that will also live on social, Drap, a Zagreb based agency, took a look at what Nescafé fans really loved. What they found was to become the key to their campaign: fans love the iconic Red Nescafé mug.
Also Read: Get A Free Coffee With Just A Foursquare Check-in
Drap also took inspiration from the love lock bridges trend, where lovers “lock” their loves using traditional locks on bridges. As a result, Drap decided to lock up 1000 Nescafé mugs along walkways, bridges and park benches, using 4-digit bike locks.
Users were invited to unlock their mug through the a dedicated Facebook application. Users had to select their exact location and they would receive the code to open the lock to their own Nescafé Red mug.
But that’s not it, the experiential activation went further by exchanging the bike lock for a free coffee and an additional Red mug.
Check out the campaign on video:
Related Stories:
- Remember Why you Actually Used Facebook?
- Women Rule Over Social Media
- Stickers Are Coming To Your Facebook Timeline
More from Creative Campaigns
The Top 5 Social Media Stories Of This Week
Welcome to this week's top social media stories! Facebook changes privacy settings for Groups, Twitter is testing replies notifications and …
Facebook Is Opening A Coffee Shop In London That Will Encourage Privacy Checks
Facebook will soon be serving lattes and other fancy beverages in a pop-up coffee shop in London, and offer to …
Public Or Private: Facebook Groups Now Have Only Two Possible Settings
Facebook is rolling out a new simplified privacy model for Groups: Public or Private. Secret groups are disappearing, sort of.
