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Nescafe was searching for a cool way to reveal its newly designed coffee tin, so it came up with a creative Facebook campaign that traded beans for ‘likes.’
First, they took a picture of a glass container containing nothing but the new Nescafe tin. Then they took the same photo after filling the container with coffee beans. They removed coffee beans and continued shooting until the tin was finally revealed. This sequence played out on Facebook based on the number of ‘likes’ they received. Every time a Facebook user ‘liked’ the page, more beans were removed.
After only 22 hours and nearly 5,000 likes, the new Nescafe tin was revealed. This is an interesting example of a creative Facebook campaign that borrows from a well-used “countdown” idea but makes it new again.