LinkedIn Today Launch
About the project
Bringing the news and happiness to people with free hot coffee.
With the launch of their new product, LinkedIn Today, the company had a primary goal of increasing awareness for the product, introducing it to a socially connected and digitally savvy audience, helping to position the product as an indispensable daily resource for business professionals. Manifold created the LinkedIn Mobile News Cafes, a pair of food truck style coffee trucks that toured the downtown areas of San Francisco and New York, offering business professionals in targeted locations their daily fix of morning coffee, along with “Freshly Brewed” news and insights via LinkedIn Today. The trucks helped introduce LinkedIn Today to an influential audience as an essential part of their daily routines, while also serving as a backdrop for media opportunities.
- Campaign Management
- Creative Direction
- Social Media
- Video Production
The program hit its mark, helping introduce the product to business professionals in New York and San Francisco with hands-on demos, and nationwide via social media and press coverage. The one-week program garnered nearly 1MM direct impressions, 1,600 tweets and retweets generating over 850K Twitter impressions. Visitors spent an average of 3.5 minutes with the product while enjoying their cup of coffee.
LinkedIn is using the food truck phenomenon to publicize the launch of its new social news product in San Francisco and New York, using food trucks to give away free coffee in locations in both cities.
Extra, extra, read all about it! LinkedIn is offering free coffee and hot news. That's the promise of the LinkedIn Today Coffee truck, a trendy food truck-inspired, mobile coffee-dispensing vehicle riding around the streets of New York and San Francisco.
When is a food truck more than a food truck? When it's outfitted with iPads, LCD screens, fliers, and free premium coffee to promote LinkedIn Today.