Nestle - Carnation Instant Breakfast Mobile Tour

Objective
Launch the new Nescafé Ice Java beverage product, by driving brand awareness, creating buzz and capturing consumer data for CRM.

Program
Makai executed a 4-month, 17-market, national tour incorporating special events and guerilla marketing. Two custom Airstream trailers, one per coast, toured the country as the “Chill Out Lounge,” which included an interactive data capture and viral marketing component. The overall Ice Java environment included an instant win kiosk, sampling stations, and an emcee interacting with the audience in dance-off competitions and other impromptu activities. Staff distributed scan cards, designed to drive attendees to the Ice Java “Chill Out Lounge” environment, throughout the event while sampling Ice Java samples using Rocketman jetpacks.

Result
Makai exceeded the sampling goal by 105%; sampling over a half million consumers. Ice Java’s dollar share increased by more than 165% surpassing goal, sales per point of distribution more than doubled, and over 9,000 names were captured for database marketing. The program not only gained substantial exposure through the tour, but an additional 6 million readers worldwide were exposed to Ice Java when National Geographic highlighted and featured it in their January 2005 edition. This program was awarded a top 4 finalist spot for the Promotion Marketing Association’s Reggie Awards in the category of National Consumer Promotion.