Nestle has launched “The Pod” a social media hub letting Nescafe fans share actions for virtual and real rewards.
The move forms part of Nescafe’s new “REDvolution” marketing strategy; a modernisation of the Nescafe brand worldwide in a bid to to reach discerning, younger drinkers.
Called ‘The Pod’, the new social hub was developed by social media agency Jam.
The UK and Ireland-focused Facebook platform is described as a “mash up between grabbing a cup of coffee with your friends, a members-only coffee house and the joys of a free goodie bag”.
Fans complete various challenges to earn stamps for a virtual card that redeems exclusive prizes and gifts for friends. Challenges range from uploading a photo to giving opinions on the brand. Stamps cannot be shared but completed tasks can be.
Laura Muirhead, brand manager for Nescafe Dolce Gusto, says: “The objective of the Pod is to drive advocacy of the Nescafe Dolce Gusto brand via our super fans. Our aim is to build the content and engage with our fans to share it across their networks, spreading the word for Nescafe Dolce Gusto and ultimately driving brand awareness and sales.”
Nescafe also plans to launch a social alarm clock that provides a personalised wake-up call as well additional investment to expand its Facebook presence.
