HOMETOWN COFFEE BRAND CREATES CUSTOMIZED BEVERAGES FOR HOLIDAY SHOPPERS
Drive launch awareness of a menu of new customized Caribou Coffee beverages, with a focus on the brand’s home state of Minnesota, during the hottest and most crowded retail time of the year: the holidays.
To grab Caribou Coffee consumers’ time + attention during the holidays, Legend created an interactive, sharable, coffee-topping experience in the Mall of America to intercept consumers while they shopped. The experiential and multi-channel approach included geo-targeted and on-brand influencers, a local radio partner and a “coffee cam” for local influencers to capture and share personalized content of custom coffee creations throughout the holiday season.
The program and activation garnered millions of local media impressions and a social engagement rate of nearly 5%, increasing awareness of and recruiting a new crowd of loyal coffee drinkers for their own hometown brand.