The Campaign

• In China, comparatively speaking, the strategy of Branded Entertainment is a new comer. Formerly, companies usually rely on media such as TV and radio to promote their products. • However,with the rapid development of cell phones and chatting APPs like wechat, it's much easier for consumers to get, share, and buy products with their phones. • It's really convenient and entertaining to use cell phones to get awards after playing interactive games. • The regulations forbid any illegal topics or forms appear on it according to Chinese law.

Results

• Nestle and other coffee brands entered Chinese Market long before; although Georgia Coffee is quite mature and successful in overseas markets, it’s still young in China; thus, it faces fierce competition. Consumers are not familiar with Georgia and facts about its leading role in selling products worldwide. • Spread the spirits of Inspiring the World with Champion Spirit, hightlight the leadership of the brand and it's creativity. • Enlarge the popularity of the brand in frequently-connected media by target consumers (outdoors and Internet). • Enhance cooperation relationships between off-line implement and E-commerce. • The target audience are city commuters between the age of 20-39, with salaries of medium and higher level. • Subways, buses and outdoor advertisements are the most frequently-seen media in their daily lives; they rely heavily on social forums and platforms to get and share information; and interact with their friends. • Underground, as the most important transportaion for our potential consumers in working, was chosen as main media. • The normal handles in the cabins were transformed into electric device, which could connect with consumers' cell phones in playing interactive games. • In the game, coffee was poured from handle into the bottle in your phone; once the bottle was filled within fixed time, consumers would received a series of numbers to exchange for free coffee beverages. • This interesting game left consumers deep impressions, widened popularity of Geogia Coffee, as well as established the upright and diligent image of the company.

• Reallife simulation of subway cabin was built in Xuhui subway station,Shanghai, together with eye-catching posters, exhibition boards and vending machine, attracted potential consumers. • The fragrance of coffee filled the station, gave passengers a warm and sweet sensations. • Station broadcasting drew customers from par places to the cabin. • Easy and interesting cell phone game gave consumers fun and awards. • The appealing appearance and smell, the interesting game and free coffee awards all drew consumers come into the cabin and share the fun with their friends on the net.

•Participants over 200 people/ day. •Over 100 people/ day get free coffee or other kinds of awards of Georgia coffee. •Located at busy transactions in the subway, the attractive cabin caught great attention from consumers, increased brand exposure. •Special interactive techonology let consumers become more active; thus, sending their photos to other social platforms could earn extra propagation. •The consumers were happy for getting free coffee or other awards while playing the games. •The cilents were content because the cabin was full of people; and they all actively shared and took part in the promotion activities.

• It highlights the spirits of Inspiring the World with Champion Spirit, which established the image of Striving for the best for the company. • The implementation of the promotion campaign was also entertaining. The potential consumers got to know more about the enterprise through playing Pouring Coffee. • Special awards by playing the game also left consumers deep impression and content mood. • The live experience of pouring virtual coffee from electric handle to cell phones was so entertaining that all the consumers had fun in playing it.