Objectives & Solutions
Van Houtte®’s latest campaign, We Roast You Decide, was launched with the goal of helping coffee lovers across Canada discover the diversity of their roasts. To accomplish this goal, Van Houtte® wanted to distribute 125,000 free samples across the country. Once these samples were distributed, they wanted to have people vote for their favourite amongst the 3 featured roasts. The challenge was therefore not only in finding an easy, accessible and viral way of distributing the free samples, but also in getting people to come back online and vote once those samples were received.
To accomplish these goals, we separated the online experience into two distinct but interrelated components. The first component was a customized Facebook tab through which users could fill out a form to receive their free samples. Once the form was filled, users were invited to send free samples to their friends directly through the app, or to share the news on their wall. This created a viral aspect that allowed us to distribute the samples quickly. It also gained over 100, 000 new “likes” for our client.
The second component was a microsite that featured animated infographics describing each of the three blends, as well as a voting & contest mechanism that gave users the chance to win hundreds of instant prizes. The dual function of the microsite meant that even users who hadn’t registered to receive free samples could still learn about the subtleties of each roast, giving them the information they needed to cast their vote.
The contest was featured on several design sites and praised for its attention to detail and for its unique energy.
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