Keurig 2.0: Social Ideas

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BREW WHAT YOU DO !

OCT 18

Keurig 2.0: Social Ideas

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INSIGHT: !Drink choice is as much based on your personal tastes as it is on what you’re doing at any given moment — every circumstance plays a big role in your beverage choice. Fortunately, with Keurig 2.0, brewing a cup or a carafe to match your settings is easier than ever. !IDEA: !Create a first-of-its-kind media partnership between the popular Songza music service and Keurig based around a tool that generates a selection of Keurig beverages and a Songza playlist to match a user’s activities toward creating the ultimate experience. and coupon to amplify and socialize the experience. !Additionally, this tool can be adapted to any time of year (such as holidays) or any season (changing to reflect winter, then spring activities, for instance).

BREW WHAT YOU DO

Keurig 2.0: Social Ideas

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STEP 1: PARTICIPATION !With our custom-built platform, users will be able to navigate through a series of options to self-select the brew option that best suits their current activities.

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Keurig 2.0: Social Ideas

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STEP 2: THE QUIZ RESULT !Given their selection, users will land on a drink recommendation (of 2 drinks per recommendation) for their occasion or activity. !Their drink can be a cup or a carafe (suggested for all group activities) brewed “regular” or “strong,” emphasizing the versatility of the 2.0 system. !Through our Songza partnership, we will then link to a drink-and-activity based playlist to further help create an “ultimate” experience.

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Keurig 2.0: Social Ideas

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MEDIA PARTNERSHIP !Driving this campaign is a unique partnership with the popular Songza music service. For the first time, Songza would work with a brand to connect their playlists to specific products on a partner’s website. Songza may also participate in the organic promotion of this partnership, both on social and through traditional PR channels. !On Songza, we’ll pair drink recommendations with a series of playlists, encouraging users to head to our site to share their selection and enter our contest. This closes the loop between the platforms involved in the partnership.

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Keurig 2.0: Social Ideas

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HOLIDAY FOCUS !Our app will also have holiday-focused drink-and-playlist recommendations as a central component. !This partnership works perfectly with what we know about Songza’s traffic, as well. The popular site receives 25% of it’s yearly traffic in the holiday season, and in this partnership Keurig would own that valuable holiday moment on Songza, earning tens of millions of impressions.

Keurig 2.0: Social Ideas

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WHY SONGZA? !!What differentiates Songza from Pandora or Spotify is what is driving its increasing popularity: drawing on information about time of day and location to offer playlists appropriate to the user’s immediate circumstances. On a Wednesday afternoon you’ll be served up options for finishing off that report at work or boosting your energy. Meanwhile, on Friday night it might offer you a selection of dance mixes, mood music, or party rock. !With more than 4.7 million users per month, Songza users are a group of tech-savvy early-adopters looking to amplify their experiences with the perfect accompaniments. !Songza was purchased by Google in July 2014. !

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Keurig 2.0: Social Ideas

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WITHOUT SONGZA !Without this music partnership driving: !(a) the “ultimate”ing of experiences, by pairing your

activity not just with the perfect drink choice but also with the perfect playlist;

(b) the “share-worthiness” and “PR-ability” of the campaign by forging this unique and unexpected partnership with an exicitng, up-and-coming platform, and;

(c) awareness about the campaign and the versatility of the Keurig system to a wide base of non-Keurig users;

!we are left with a campaign that, while interesting to existing Keurig users, would not satisfy the organizational objective of reaching potential new users not currently in the system with the message of customizability and variety inherent in Keurig’s brand.

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Keurig 2.0: Social Ideas

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LOCAL ACTIVATION !During the campaign, we’ll work with college and field marketing teams to give participants the opportunity to receive their activity-based drink suggestion on the spot. !In select cities, users will be able to click a button to tweet. Using the correct hashtag, that tweet will alert our street teams. From that pool, our teams will execute a surprise and delight, delivering their drink and additional prizes.

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Keurig 2.0: Social Ideas

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