Industry News | April 11, 2011
Seattle's Best Coffee's Getting Laughs
Starbucks-owned Seattle's Best Coffee is debuting the "Declare Your Level Show," a virtual comedy smorgasbord on Facebook that begins April 13 at 1:00 p.m. EST. The brand is teaming with world-famous improv troupe Second City Communications for this first-of-its-kind comedy and coffee extravaganza. Just like a traditional improv show, the Facebook audience will participate by providing content that will inspire personalized, one-of-a-kind sketches, songs, and one-liners.
This event is part of a multi-million dollar marketing campaign supporting the launch of The Level System, the brand’s simplified approach to packaged coffee introduced in December 2010. The first 100,000 people to participate will receive a free sample of the Level of their choice, from a light, crisp Level 1 to a bold, dark Level 5.
Twenty-one actors and five directors from Second City will improvise for the “Declare Your Level Show” over the 24-hour period. Upon declaring their Level, participants will be met with a congratulatory video inspired by their Level, featuring Second City actors. Fans will then be placed in queue to be one of approximately 1,000 people who will be part of the live improv show. When the sketch inspired by each fan is finished, it will be posted directly to their Facebook wall, which is the first time this technology has been available.
“When it comes to integrated marketing, so often you have to choose between driving an emotional brand connection or a hard-hitting product message; but the beauty of the 'Declare Your Level Show' is that it lands both in a very big way,” says Michelle Gass, president of Seattle’s Best Coffee. “We learned early on that Facebook is a great way to get our coffee into thousands of people’s hands, and this is just one of the many ways we plan to activate consumers as we build a long-term relationship with them.”
To participate, fans should "Like" the Seattle's Best Coffee Facebook page at www.facebook.com/seattlesbestcoffee. They will then be prompted to declare their Level and answer brief questions that will inspire the sketch.
The first 100,000 people to declare their Level will receive a free coffee sample that brews a 10-cup pot of coffee.
Consumers will be able to RSVP on Facebook beginning Monday, April 11. The non-stop comedic action will air from 1:00 p.m. EST on April 13 to 1:00 p.m. on April 14 at www.facebook.com/seattlesbestcoffee. To get in on more of the action, fans can follow Seattle’s Best Coffee on Twitter at @SeattlesBest.
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