Issue a passport
Fans signed up for citizenship inside a Tumbler Nation social app, earned a free tumbler and joined a community with real roles and rituals.
Social sweepstakes app
Brew Over Ice
Tumbler Nation.
Green Mountain Coffee wanted to launch its Brew Over Ice Keurig iced beverages with more than a giveaway — we built fans an virtual nation to belong to.
Overview
The brief, in full.
A social app issued fans a Tumbler Nation passport, complete with free-tumbler signup and citizenship, then invited them to vote, interact and even run for office.
The experience layered everyday coffee prizes under a grand prize trip to Iceland, turning a beverage launch into a campaign people actively joined.
In its first 48 hours the app drew 120,000 fans, and activity quickly spread onto Pinterest, a documented, not estimated, response.
The Challenge
What needed to change.
Stand out in a crowded beverage launch and turn a tumbler giveaway into a participatory movement fans would actively recruit their friends into.
The Approach
How the work moved.
Make it civic
Voting, interacting and running for office gave fans something to do — and reasons to bring friends along, beyond a one-time signup.
Reward the curve
Coffee prizes ran throughout, with a grand-prize trip to Iceland anchoring the sweepstakes and giving the nation a destination.
Outcome
The result.
In its first 48 hours Tumbler Nation drew 120,000 fans, with activity spreading across Pinterest — a documented response that turned a Brew Over Ice launch into a fan-built nation.
Creative DirectionUXConceptualization
Selected Work
Project gallery.
