Jolt 2.0 - Crowdsourcing Gains a Few Notches
A little while back Joffrey's Coffee reached out to 10,000 bloggers, programmers, gamers, and otherwise sleep-deprived professionals to create a little buzz - physically and promotionaly - with samples of their new coffee Jamaican Me Crazy. This is what I had to say about it.
The folks at Joffrey's then took the feedback from the 1500+ bloggers and upgraded Jamaican Me Crazy into Coffee 2.o ("Java Update"). They sent us the latest Release with a sweet little brief laden with computing metaphor a couple weeks ago: "Joffrey's Coffee & Tea Co.'s Coffee 2.0 java update contains many bug fixes and improvements over your usual blend. To get it, connect your Web browser to Coffee20.Joffreys.com and click Add to Cart." AW shucks that's cute!
This is marketing at it's finest as far as I'm concerned, because it's so SIMPLE:
1) Strong product (cant go wrong with coffee)
2) Beta launch with free stuff soliciting feedback for product refinement with added bonus of free buzz and word of mouth promo
3) Refine and follow up with test market (who now likes you because you care about what they think and are giving them more free stuff)
4) More buzz
5) Extending offer to blog readers, soliciting additional feedback in return for free stuff
6) It's caffeine so everyone gets addicted
7) Brand had gained clout and respect, and this will be a large part of consumer purchase decision
Good job Joffrey's.
The folks at Joffrey's then took the feedback from the 1500+ bloggers and upgraded Jamaican Me Crazy into Coffee 2.o ("Java Update"). They sent us the latest Release with a sweet little brief laden with computing metaphor a couple weeks ago: "Joffrey's Coffee & Tea Co.'s Coffee 2.0 java update contains many bug fixes and improvements over your usual blend. To get it, connect your Web browser to Coffee20.Joffreys.com and click Add to Cart." AW shucks that's cute!This is marketing at it's finest as far as I'm concerned, because it's so SIMPLE:
1) Strong product (cant go wrong with coffee)
2) Beta launch with free stuff soliciting feedback for product refinement with added bonus of free buzz and word of mouth promo
3) Refine and follow up with test market (who now likes you because you care about what they think and are giving them more free stuff)
4) More buzz
5) Extending offer to blog readers, soliciting additional feedback in return for free stuff
6) It's caffeine so everyone gets addicted
7) Brand had gained clout and respect, and this will be a large part of consumer purchase decision
Good job Joffrey's.