Coffee mate came out with iced coffee. And they wanted us to get the word out. So instead of hiring a big celeb (BORING) or actually doing our jobs (DOUBLE BORING) we used literal word of mouth and invited the entire iced coffee lovin’ world to get the news out.
How it worked? We dared people to yell “COFFEE MATE HAS NEW COFFEE MATE ICED COFFEE” in a high stakes environment. And the 20 boldest, baddest submissions took home $2500 (that’s like, kinda a lot of money).
We also created merch that PAID YOU to be worn, turning people into literal walking billboards.
The merch sold out quick, quick.
