Nespresso 108-Day Invasion Tour
Under the mantra “tasting is believing,” MAS introduced consumers to Nespresso’s superior coffee experience in 21 locations across 17 cities as part of the national launch of the company’s new VertuoLine machine. Consumers at SXSW and select other locations were invited inside a sixty-foot geodesic dome built to mimic the look and shape of the Nespresso VertuoLine capsule. Specially trained baristas guided consumers through the coffee capsule selection process and the operating procedure for the new machine, leaving consumers with their own cup of freshly brewed Nespresso coffee to enjoy. Other iterations of the tour included pop-up shops in malls as well as full-scale boutiques in Grand Central Station’s iconic Vanderbilt Hall and Washington DC’s Union Station. An interactive installation entitled “Which Grand Cru Are You?” helped first timers determine which capsule flavor was right for them by answering a few simple questions.
The “Which Grand Cru Are You?” installation resulted in 32,253 new email acquisitions for the brand and won EventMarketer’s Gold Ex Award for
The Best Use of Technology category in 2014.