Do you like coffee? Do you like social media? Do you like customer engagement? If you do, you will probably like the new marketing campaign Nespresso launched among its customers last week. This campaign has it all: a nice blend of social and traditional media, elegance, timing and customer engagement. Grab yourself a cup of coffee, sit back and enjoy…
Last week I received an e-mail from Nespresso with an invitation to join their new Director’s Cut contest. The e-mail took me to a beautiful website (What Else?), where I was invited to re-edit the scenes of Nespresso’s new upcoming TV commercial with George Clooney and John Malkovich. The commercial will be launched on television on November 9. After reassembling the commercial on Nespresso’s website, I was asked to share ‘my commercial’ with my friends and with Nespresso. If I am among the lucky contestants who found the director’s original cut, I can win a VIP pass for the next Cannes Film Festival, to join the other stars on the red carpet.
This campaign is simple yet brilliant. It is smooth and elegant, sexy and social. Fully consistent with the brand Nespresso. To me, the campaign is a nice example showcasing the potential of media blending, customer engagement and word of mouth advertising.
Nespresso did a great job. A week before the official launch of their new TV commercial, Nespresso invited their customer base for a sneak peek. Nespresso even invited their customers to share this sneak peek in an attempt to hype the new commercial. And Nespresso did not just provide an embedded movie with a share button; they invited their customers to share their own version of the commercial instead. What a brilliant way to engage customers! I can tell you, re-editing the commercial was not easy. I spent 15 to 20 minutes on Nespresso’s website, with George and John, smooth video clips, a slick interface, many Nespresso logos and coffee pads, and the oh so recognizable tune. I don’t know whether I found the director’s original cut, but I had a lot of fun (and a Nespresso Kazaar) trying.
What do you think? Do you share my enthusiasm? Do you agree that this is a nice illustration of media blending and customer engagement, or do you think I had too much coffee? Do you have similar examples of media blending and social engagement? I look forward to hearing your thoughts.
For what it’s worth, I’ve included ‘my version’ of the new Nespresso commercial below. I hope you like it.