Rather than having to make the choice of having to advertise online or offline, Nescafé's red mug campaign successfully merged the two worlds. Taking inspiration from the love locks that are chained to bridges to make note of a pair of lovers, this campaign involved locking up over 1,000 red Nescafé mugs.
In order to claim a mug, users were required to log into a Facebook app, which let them specify their location and receive a four digit code. Although the campaign could have easily stopped here, Nescafé took it a step further by leading people to a booth where they could trade the bike lock for a free cup of coffee and receive another red cup in return. Since there's nothing worse than being in front of something that you can't have, this is a brilliant way to incite action.