To extend the buzz of its successful Monday night comedies "How I Met Your Mother" and "The Big Bang Theory," CBS is providing a caffeine jolt to younger viewers. The CBS Marketing Group is sponsoring a series of coffee-related promotions that cater to college audiences, reaching over 1 million college students on 200 college campuses nationwide with fresh messages about its Monday night comedies.
Central to the campaign are branded coffee cup sleeves designed to connect with students.
"How I Met Your Mother" sleeve features a "Bro code" tip from lothario Barney Stinson that says: "Don’t touch anything hot without protection."
"The Big Bang Theory" sleeve features the show cast flying in mid-air with the slogan: "High on life: caffeine is just a bonus."
In addition, select coffee bars will host "free coffee day" and "café domination" events, treating consumers to complimentary cups of java while decorating the interior and exterior of the store environments with playful show branding including signage, t-shirts, floor and window graphics balloons and more.
The campaign began rolling out in January and runs through this month. Brite Media Group’s BriteVision Media designed and executed the campaign for CBS through their exclusive Café Network and participating College Network partners.