Keurig Coffee Makers – Culver City, CA

Brand Ambassador: Ashley K
Event Location: Culver City, CA

Quickly describe the activation. Where was it taking place? Was it part of a lrger event (Ex. Super Bowl)? Who attended the event?

The Keurig Holiday Mall program took place this year all across the US; my location was as a Manager in the Culver City mall directly outside of Macy’s on the 2nd floor. Attendees included, well, everyone! This event was brought to raise awareness for all of Keurig’s fine coffee makers for the holiday season of 2013, and the response via consumers were simply spectacular.

How did the brand ambassador team help or enhance the overall experience for event visitors?

The Brand Ambassador team was a quintessential part and ultimately ran the entire Keurig mall event. The entire team was trained personally on all of Keurig and their products, machines, pods, and also how all Keuirg machines work, how large their water reservoirs were on each machine, how much each machine cost, etc. Once a consumer or a group of consumers walked up to our display, Consumers were then educated about each machine all while receiving a free cup of coffe, tea, or hot chocolate samples that Keurig had available to each and every consumer.

What did the event visitors learn from the experience after having spent time at the activation?

Consumers both became educated about Keruig products and all they had to offer, and all while enjoying a free cup of their picked beverage that was brewed with one of our Platinum Keurig machines. this entire experience motivated and persuaded interested consumers to either consider getting one for their families/co workers for the holidays, OR after going through our whole process, they would immediately go out and buy a Keurig machine because they were so enthralled by how great the Keurig machine was and how great it would be in either their lives or as a gift for someone!

What elements of the event experience caused visitors to be initially interested in the activation?

The initial interest for consumers was the free cup of their favorite beverage freshly brewed (the aromas that the freshly prepared coffees and hot chocolates were giving off helped A LOT in getting consumers excited about our free giveaway, so the more consumers we had, the better foot traffic was at our display!), as well as the other free giveaways we had as a lead (Ie: magnets, free fruit sampler cups, free Keurig, etc.)

What did the presenting brand gain or learn from having a presence at the event?

This event for Keurig greatly increased their level of consumers in so many ways- not only do the consumers that went through our display know about the brand, they have actually experienced the brand first hand. Many who came through our display would say quotes like, “I’ve always wanted to try a Keurig, but never had the chance to.”, and after they would sample one of the over 250 flavors Keuirg has to offer with their K-Cup packs, many would either say, “wow, that’s fantastic!” or “I definitely have to get one of these for my family/office/home!” Overall, a fantastic experience, and I believe Keurig really made their mark with this event this past holiday season.

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