# Cup-Unlocking Campaigns This Campaign Challenged Fans to Free a Chained Up Nescafe Red Mug By Laura McQuarrie | Published 2014-09-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nescafe-red-mug References: [creativecriminals](http://creativecriminals.com/nescaf/red-mugs) & [facebook](https://www.facebook.com/Nescafe) Rather than having to make the choice of having to advertise online or offline, [Nescafé's](https://www.trendhunter.com/trends/decaf-billboard) 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](https://www.trendhunter.com/trends/the-neighborator) 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](https://www.trendhunter.com/trends/nespresso-and-change-please) 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. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 63% | Activity: 95% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Offline-online Merging Ads:** Brands that creatively merge offline and online advertising can significantly boost engagement and incite action. - **Interactive Customizable Apps:** Companies can benefit from creating interactive and customizable apps that incentivize participation and reward consumer engagement. - **Incentivized Trade Strategies:** Incentivized trade strategies can effectively create buzz and drive traffic, leading to increased brand awareness and sales. ### Industries Being Reshaped - **Food and Beverage Industry:** Brands in the food and beverage industry can use innovative campaigns to increase brand loyalty and retain customers. - **Marketing and Advertising Industry:** Marketing and advertising agencies can leverage new technologies to create experiential campaigns that drive consumer engagement and response. - **Retail Industry:** Retail brands can utilize incentivized trade strategies to increase foot traffic and drive sales both in-store and online. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Celebratory Free Coffee Campaigns](https://www.trendhunter.com/trends/free-coffee-campaign.md) - [Gamified Holiday Promotions](https://www.trendhunter.com/trends/starbucks-for-life-merrython.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Seasonal AR Coffee Packaging](https://www.trendhunter.com/trends/nescaf-gold-blend.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md) - [Interactive Beverage-Focused Campaigns](https://www.trendhunter.com/trends/drink-duel.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Cleverly-Disguised Fountain Cups](https://www.trendhunter.com/trends/undercover-cups.md)