NESCAFÉ Dolce Gusto
AWARD WINNING EVENTS
The NESCAFÉ Dolce Gusto Limited Edition Mini Machine Launch
“THE TASTE DRIVE”
Our bespoke media events with our signature media challenges encourage authentic media engagement and drive both social and traditional media coverage.
In 2015 NESCAFÉ Dolce Gusto (NDG) partnered with BMW Mini to release a limited edition beverage machine. We conceptualised a highly engaging PR challenge, The Taste Drive. Held on the Zwartkops Raceway Skid Pan, our influencer and media audience had to compete for the “fastest thumbs on twitter and the fastest times on our leaderboard” while experiencing the key message take out of “MINI DESIGN WITH MAXIMUM PERFORMANCE” in the most exhilarating and experiential manner possible.
We trended for 5 hours (nationally) with our hash tag #NDGMini and reached 9 578 196 timelines on twitter that day alone (social AVE value of R95 131). We received traditional media exposure through post-event coverage with a total of 26 articles about the new machine including broadcast coverage on Maggs on Media (AVE value of R898 032,22).
We recycled key elements of the event at consumer events and locations to drive consumer awareness and trial. Bonfire was presented with one of only eighteen GOLD Prism Awards handed out at the 2015 PR awards.