The Coffee Emporium invited the soccer fans to 'Look for the Crown’. Following the lead from the stadium announcer, fans were prompted to check under their seats for crowns. Three crowns, containing prizes, were placed under seats located in different sections of Pirtek stadium in Parramatta.
According to Global Marketing Manager, Fernando Pimentel, the activation was designed to generate awareness and excitement around The Coffee Emporium brand. “The crown is a key element of our brand."
"People recognise it and instantly associate it to our high quality coffee and gourmet food offerings. As the official membership partners of the Western Sydney Wanderers F.C., we wanted our brand to really connect with fans and members during one of the most important games of the season. Getting those passionate soccer fans to ‘Look for the Crown’ pre-game was an interesting way of bringing our brand even closer to their hearts.”
The brand gave away one month of Free Coffee, a Free Dinner for two, and a Free Breakfast for two to those who found the crowns under their seats.
The winners were instructed by the brand to redeem their prizes at The Emporium, the brand’s flagship store located on 51 Philip Street in Parramatta.
The Coffee Emporium is planning to run more brand activations in partnership with The Western Sydney Wanderers F.C. throughout the year. According to Pimentel, this was only one of multiple initiatives planned for 2016.
He said, “We are excited with this great partnership with the W.S Wanderers as our brands share many values in common. This partnership is based on the idea of working together and winning together.”
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