Green Mountain Coffee
Introducing an awesome regional brand to a national audience.
Facebook Sampling Tour
Instead of designing a dedicated microsite for the Revelations Tour, we built-out our presence on Facebook – creating a robust, immersive revelatory experience. There, our fans could follow the tour’s progress,
and see the ever-growing collection of Revelations. We also took advantage of Facebook’s webcam API so users could capture-and share their experiences even if they couldn’t catch the tour in-person.
Phase 1) create a robust OOH campaign and invite consumers to interact with the brand via SMS.
Phase 2) feature the those musings the next round of OOH, asking for more. Rinse, repeat. Win Webby.
World’s Longest Billboard*
Most of the coffee we drink comes from areas that are under-developed and over-farmed. But GMCR was founded on the core principles of quality, sustainability, and responsibility. So we were on the Fair Trade “bandwagon” before there was even a wagon, or a band.
And by establishing ourselves as champions of small family entrepreneurs in remote areas of the globe, we were able to use our buying power to help them…empower themselves. So we can all help make the world a truly better, and fairer place, with each sip.
The right partners are important. So partnering with Ashoka Changemakers made a lot of sense for us, on a lot of levels. GMCR is dedicated to changing the world, one cup of great coffee at a time, and Changemakers is known for activating a global network of social
entrepreneurs, innovators, business leaders, policy makers and activists to help build a better world. So…we figured they needed a great cup of coffee (and a global speaker series, celebrity auctions, and online/social contests) to help them help others.