To make the most of a newly launched feature on Snapchat called 'Snap Maps,' NESCAFÉ created a social coffee campaign to bring people across the world together for a coffee break.
With the all-new Snap Map feature, users are able to geolocate the friends that they follow on the ephemeral social platform. As such, NESCAFÉ invited Snapchat users to gather with their friends, take a screenshot and share their #NESCAFÉMap on other social media platforms. The participants of the five largest groups won themselves a coffee break kit, which included NESCAFÉ's iconic red mug.
Although there have been plenty of campaigns to encourage people to stop and take virtual coffee breaks with others from around the world, this one leverages a new social media feature that emphasizes gathering with others offline.
What's Driving This Trend
- Location-based Coffee Campaigns
- Disruptive innovation opportunity: Exploring new ways to leverage location-based social media features for brand campaigns.
- Social Media Collaboration
- Disruptive innovation opportunity: Enhancing social media platforms to facilitate real-life gatherings and shared experiences.
- Virtual Coffee Breaks
- Disruptive innovation opportunity: Creating online platforms or campaigns that enable people to connect and share coffee breaks virtually.
Who This Affects Most
- Social Media Platforms
- Disruptive innovation opportunity: Integrating new location-based features to enhance user engagement and interaction.
- Coffee Industry
- Disruptive innovation opportunity: Developing innovative marketing campaigns that bring people together for coffee experiences.
- Digital Marketing
- Disruptive innovation opportunity: Exploring new ways to combine online and offline experiences in marketing campaigns.
