Every brand wants to have a multitude of loyal fans singing its praises. Perennial taste-test winner Eight O’Clock Coffee has exactly that, with a cadre of Facebook fans sharing their enthusiasm online every day. Starting this summer, the brand aims to promote some of its more passionate fans into spokespeople in a multi-media advertising campaign.
The concept utilizes actual consumer endorsements, in the form of emotional, spontaneous comments posted on the Eight O’Clock Coffee Facebook fan page, and presents them in a compelling, yet entertaining way. The goal: to encourage new consumers to try the great taste of Eight O’Clock Coffee.
The campaign will reach out to a broad audience by including radio and online rich media executions, as well as a landing page at EightOClock.com known as the Bean Board — a place where people can share their love for Eight O’Clock Coffee and enter to win one of 500 free bags.
Alisa Jacoby, Senior Brand Manager at Eight O’Clock Coffee tells RBR-TVBR: “Our radio ads are running in several of our core markets, on a mix of stations that enable us to reach our targeted consumer.”
“We’ve been experiencing tremendous brand growth – over 436 million more cups of Eight O’Clock Coffee were sold last year than the year before,” adds Jacoby. “We’ve actually grown by word of mouth for a long time – whether it was from third parties, friends or family members. With today’s communication technology, we’re able to build our marketing strategy around that fact.”