Keurig just launched a very aggressive PR/Marketing campaign; they shipped 15,000 K-Cup single brewers to households in New York, Miami and Los Angeles.
The collateral included in the the gift pack told how the recipients were chosen; location and general love of coffee, I’m sure there were a few other factors as to how some got chosen and other didn’t; officially I’m not sure exactly what those other factors were but regardless, this little campaign has the Keurig hashtag, #brewthelove heating things up across Twitter, Instagram and Facebook.
The brewing system came free of charge with no strings attached. If you want, and the Keurig people hope you do, just “spread the love” about your new gift, with posts and pics. This link is to the Twitter hashtag #BrewTheLove, you’ll see Keurig has caused quite a stir, even if you take yours straight up. When I asked the PR rep for this campaign, what Keurig’s ultimate goal is, as a result of this promotion her reply was “We just want to share our great products with new and existing customers; we just really want everyone to enjoy Keurig as much as we do!”
In the gift box, a coupon book with twenty 50% off coupons came ready to share with friends and family, after a post on facebook and instagram mine were gone in two hours. There are still some coupon codes out there, (15,000 people received 20 each) so if you’re a Keurig fan or want to check out what this whole Keurig-thing is all about take a look at the Twitter feed: #BrewtheLove and see if you can get a coupon code.
This campaign was quite an investment as well as a gamble on behalf of Keurig. #BrewTheLove will make quite a case study, as I’m sure there are people watching and monitoring every tweet, pic, post and sip. This campaign was more than giving away and getting something for free, it was a bold and daring strategy for a little company out of Reading, Massachusetts, one I certainly hope pays off for the company.
As with anything, there are avid fans, here are some of the responses from those who I gave coupon codes to or those who just commented on my posts:
I gave one to Brian he loves it.
LOVE my Keurig!
Love my Keurig. It’s about 5 years old now.
Nobody better steal my coupon! Thanks.
I just got the v700. I am so excited! Thanks again!
Thanks so much… Just used one in a hotel this morning and liked it!
Thank you so much. I just placed my order!
Just ordered my new Keurig! Saved $89.00 Thank you!
Well then I do need a new Keurig, my third one! so I would love one!
Already ordered a $120 brewer for just $60