DeLonghi’s experiential coffee machine

DeLonghi is a coffee machine brand that launched a fully automatic machine (the PrimaDonna Elite) to their target market in Australia. It is claimed to make barista-quality coffee by offering several customizable options. They also have a corresponding app you can use to operate the machine from an iPhone or Android device.

The company partnered with Magnum & Co. and Our Friends Electric to create a multi-channel marketing campaign focused on letting consumers discover the coffee’s taste for themselves.

To do so, they set up pop-ups in locations such as Sydney and Melbourne for three-day periods. During that time, customers could order their coffee from the app and then go pick it up for free. The hashtag #baristalesscafe was used and the event was supported by the media, social media, and digital marketing campaigns.

This free offering created awareness among the target market about the brand and the quality of coffee they could get right at home. By letting people try it themselves, they created advocates for their product.