Whereas many of us are fortunate enough to look at Thanksgiving as a time to reflect on the blessings in each of our lives while we break bread among friends, family, and loved ones, others use it as preparation and fuel for the day of war still to come. When that subsequent Friday hits—or now, even on Thanksgiving Day
itself—the only thing that breaks will be the neck of any shopper who tries to horn in on the wrong customer’s plasma TV and cashmere sweater doorbusters.
But Seattle’s Best Coffee
looked at this consumer frenzy otherwise known as Black Friday and thought to offer a different kind of break—to those working amid the crossfire.
Stirred by inspiration from its New York-based agency Zeno Group
, Starbucks-owned Seattle’s Best launched its “Black Friday Coffee Break” promotion, in part, to reinvent the 40-year-old brand by making its premium coffee more accessible to consumers.
Looking to drive trial among newly targeted customers, many of whom research discovered worked in the retail industry, Zeno decided to take advantage of the holidays, a time of year when the National Retail Foundation claims that aside from the 42 million Americans who already work in the business, an additional 625,000 seasonal employees are also hired.
With the added stress and pressures on stores and their respective staffs offering these crazy sales, Zeno and Seattle’s Best launched a promotional Facebook application on Nov. 8
, two weeks prior to Black Friday:
The interactive app, accompanied by the above video, encouraged new fans to like the brand’s page while inviting millions of people working Black Friday to have a complimentary cup of Seattle’s Best Coffee. The video was posted to sidebars on popular websites such as CNN, Fox Sports, and the New York Post. The brand also used Twitter to cross-promote the effort, as well as emails sent out to consumers in regions with participating locations.
Highlighted by ABC News, CNBC, The Daily Meal
, The Wall Street Journal
, and Christian Science Monitor
, among others, Seattle’s Best and its app garnered mentions in nearly 100 online news stories, 275 television and radio segments, and more than 300 blog posts. Additionally, it grew its Facebook page by 96,420 new fans.
Come Black Friday, the brand successfully provided roughly 125,000 retail laborers with a free “coffee break,” all while cleverly working to introduce itself to a new audience of beverage consumers.
For brewing success from a timely and well-researched campaign, it’s our pleasure to “break” the news that Zeno Group and Seattle’s Best Coffee are PR Daily’s 2013 Digital PR Awards winners for Best Digital PR Campaign—Budget Over $50,000.
Additionally—and perhaps this calls for a toast with something other than coffee—it’s our great honor to name the partnered effort our Grand Prize winner of Digital PR Campaign of the Year.
Congratulations, and on behalf of highly caffeinated PR and marketing professionals everywhere, thank you.
Find out about Ragan and PR Daily’s award programs here.