Sampling, direct to mobile.
The Challenge
In the Fall of 2021, illy was looking build on their illy Loves NYC brand campaign with synergistic experiential activations in the NY market. With the “reset” of the market during the COVID pandemic and a desire to show their appreciation for New Yorkers, illy needed a low-touch, high-impact method to engage and reward their customers.
The Solution
Over the course of two days, illy café launched a *compd digital sampling platform to reward coffee drinkers and illy fans with complimentary product samples at 30+ accounts in the New York Metro area.
Branded window clings and posters and table tents shared the exclusive offer for a free cup of hot coffee or cold brew. Consumers scanned a *compd QR Code on their mobile device, which launched the digital engagement (with NO app to download). Through the two minute interaction, participants [provided personal data, watched a video to gain brand knowledge and answered several survey questions. Upon completion of the *compd offer, consumers redeemed their complimentary beverage by inputting the event specific event PIN code provided by the account.
The Results
850
Consumers Engaged
700+
Drinks Distributed
87%
Data Captures Completed
