free coffee
Have you heard of Joffrey’s Coffee & Tea Company?
Essentially, a company that sells… coffee..and…tea – you got that right 
?
Well, they launched a brilliant web campaign in the middle of this year to promote their new flavoured coffee range “Jamaican Me Crazy”.
The campaign was based on getting bloggers and techies-alike to ‘beta’-test Joffrey’s new range and thus generate buzz online (and offline), use social media to build a brand as well as drive traffic to Joffrey’s site. Thus, Joffrey’s Java Beta Test was born.
The gist of the site: Bloggers signed up to try a FREE sample of Joffrey’s “Jamaican Me Crazy” flavoured coffee (being posted to them) and were given a trackback link to their blog from the test site.
The reach of this campaign was amazing:
- 1500+ blogs participating
- Thousands of mentions for the campaign throughout the Web (see the Google search results here)
- Hundreds of links to the beta site and to Joffreys.com
- Hundreds of comments, responses and feedback from bloggers and the Web community
- Coverage on: Mashable (Technorati Top 100 blogger), CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV and more than 150 more.
- Coverage by traditional media
According to ActiveRain blog, this campaign worked nicely because:
#1, they’re targeting a very specific audience, bloggers & techies to help spread the word…
#2, they’re talking to bloggers & techies in their own language…
#3, they’re giving away 2 excellent, tangible freebies…
#4, they’re using the power of social marketing (word of mouth) to spread the word about the promo…
#5, the result… they’re getting lots of attention from bloggers and social networking sites…
In addition to the already amazing coverage Joffrey’s got from this campaign, they also used it as a market research tool based on a 1 000 bloggers – these were the insights they got out of this survey:
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Average age of Java Beta Tester: approximately 31.5 years old
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Coffee preferences:
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> 93% prefer regular, 7% prefer decaf
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> 59% prefer traditional coffee, 41% prefer flavored coffee
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Cups of coffee per day:
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> 1-2 = 45%
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> 2-4 = 35%
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> 4+ = 20%
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Sweetener and cream preferences:
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> Cream + sweetener = 50%
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> Black = 25%
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> Cream only = 19%
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> Sweetener only = 6%
This is a fantastic case study for launching a simple web marketing campaign, add something tangible in the mix, understanding your target audience and being authentic in your message.
Great work Joffrey’s! And great work to their web PR team!
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