"We believe that 'connecting over Facebook' is similar to 'connecting over coffee'," [image-nocss] Alisa Jacoby, senior brand manager for Eight O'Clock, told the online publication. "Coffee and computers go hand in handthese days, people have their mug in one hand and their mouse in the other."
That coffee/computer symbiosis is the core concept behind the social media strategy created and executed by the brand's agency, S3, Jacoby added. Those efforts started with Eight O'Clock's early use of Twitter and expanded with a partnership with AMC's Mad Men series, including a "wildly popular" branded application for creating personal avatars based on Mad Men characters, she said.
The Facebook how-to video idea emerged from online chatter among brand fans mentioning that they have friends who they wished were on Facebook, so that they could easily stay in touch, said the report.
"Especially with the holidays at hand, we all know at least one person we'd love to catch up with and stay in touch with through Facebook, who isn't on Facebook yet," said Jacoby. "So we thought we'd help make it easier for Facebook holdouts to join in and connect."
The brand is spreading the word about the video via its Facebook fan page, Twitter tweets, mentions by bloggers and news media and resulting word of mouth, the report said.
Posted in mid-December, the video is generating positive press and feedback from brand fans who are reporting that they or their friends have become Facebook users with the tool's assistance, Jacoby told Marketing Daily.
Click herefor the Eight O'Clock Coffee webpage.
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