January 22, 2015 / News
Colle McVoy won a Creative Media Award in the Outdoor Media category for its bold idea to launch Caribou Coffee’s new Real Inspiration blend, the first coffee created on Pinterest. To launch the blend, Caribou Coffee celebrated fans’ inspirations by displaying them on a five-story high, living Pinterest board installed at America’s largest mall. Large interactive screens and 3-D pins provided a tangible experience immersing visitors in the brand. The board created more than 11 million earned media impressions (including Mashable, Fast Company, Adweek and PSFK) and millions more social impressions. The board even caught the attention of the Pinterest team, who flew across the country to see the board in person and then invited C+M to be one of their beta advertising partners. In-store traffic exceeded year-over-year highs by 7 percent — a remarkable number for the coffeehouse.
The MediaPost Creative Media Awards is the only awards competition that honors creativity in the media industry. The Creative Media Awards expresses the belief that media--the process of buying, planning and strategy--is every bit as creative as depicting storyboards for a print or TV ad campaign.
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