Coffee Buzz Microsite Case Study

BACKGROUND
Phase 1: We mailed a 3D mailer with a burlap bag of unground coffee beans and a tag affixed. On the tag, our business development representative is introducing himself and the company. The objective is to show that our company is committed to developing integrated marketing campaigns that deliver measured results. There is also an invitation to visit the microsite to claim their prize and learn more about how the brand strategy works.

Phase 2: The Flash microsite offers the visitor a bean grinder and the opportunity to meet with our business development representative for coffee to learn more about the measured results they can achieve by partnering with our company. There is an option to type in a code to see what their prize is (a coffee grinder and gourmet machine).

On the microsite, we take them through our branding process using the coffee bean as a metaphor. First the soil is cultivated (brand analysis), then beans are planted (brand positioning) and eventually harvested (concepted). Later, beans are dried and roasted (distillation of brand messaging) and distributed (media). Coffee can be ground and measured out to each individual’s taste (targeted communications).

This microsite was originally launched in 2006. After some retooling, the site is live again for a new group of prospects.