Cupping Room serves up big numbers for Eight O'Clock

Despite existing for more than 150 years, Eight O'Clock Coffee wanted to raise awareness among potential new consumers and, rather than spending advertising dollars, the company decided to center a campaign on video.

Company
Eight O'Clock Coffee

Agency
The S3 Agency

Campaign
The Cupping Room

Duration
May 2012 to present

Despite existing for more than 150 years, Eight O'Clock Coffee wanted to raise awareness among potential new consumers and, rather than spending advertising dollars, the company decided to center a campaign on a video featuring competitive eater Takeru "Kobi" Kobayashi and comedian Jim Breuer.

Strategy
The Web video is hosted on TheCuppingRoom.com, but the team used an hour-long Reddit "Ask Me Anything" Web interview with Breuer to boost traction for the video. The interview aired and the campaign launched on May 8 and was used to draw in more fans and increase brand engagement.

Tactics
The video features Breuer and Kobayashi in Eight O'Clock Coffee's cupping room, giving consumers a behind-the-scenes look at the company's quality-control location.

The company felt comedy was a smart tactic for raising awareness because it aligns with the brand's sense of humor, and providing access to the cupping room allowed it to showcase its dedication to quality products.

Eight O'Clock Coffee also used Facebook, Twitter, Pinterest, and YouTube to offer extras to consumers, such as prizes and film outtakes.

"Based upon the video's unique content and the availability of its talent for media, we purposely stayed away from any paid placements," says Stephen Brown, associate brand manager, Eight O'Clock Coffee.

Results
The video garnered 100,000 YouTube views within one month, and also secured "trending video" status on the day it was posted.

Stories about the campaign and video appeared on websites such as USAToday, TMZ, Huffington Post, Mashable, and BuzzFeed.

Future
The video campaign is ongoing. "We continue to promote The Cupping Room in the social media space and offer Eight O'Clock Coffee bags autographed by the video's stars to the audience," says Jaime Hamel, digital strategist, The S3 Agency.

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