2. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
INSIGHT:
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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.
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IDEA:
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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.
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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).
3. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
STEP 1: PARTICIPATION
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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.
4. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
STEP 2: THE QUIZ RESULT
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Given their selection, users will land on
a drink recommendation (of 2 drinks
per recommendation) for their occasion
or activity.
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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.
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Through our Songza partnership, we
will then link to a drink-and-activity
based playlist to further help create an
“ultimate” experience.
5. +
Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
MEDIA PARTNERSHIP
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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.
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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.
6. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
HOLIDAY FOCUS
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Our app will also have holiday-focused drink-and-playlist
recommendations as a central component.
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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.
7. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
WHY SONGZA?
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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.
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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.
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Songza was purchased by Google in July 2014.
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8. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
WITHOUT SONGZA
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Without this music partnership driving:
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(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;
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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.
9. Keurig 2.0: Social Ideas
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BREW WHAT YOU DO
LOCAL ACTIVATION
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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.
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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.
