![](https://www.marketingsociety.com/sites/default/files/Instant%20Connections%202.png)
![](https://www.marketingsociety.com/sites/default/files/Instant%20Connections%203.png)
This isn’t the first Nescafé campaign to get people all hot and bothered. We’ve previously written about the Nescafé pop-up Café – where the brand slotted two pop-up coffee mugs into morning papers so that people would be encouraged to share their morning ‘read’.
Experiential marketing is a great way to get people connected. Other good examples we’ve seen include an invisible vending machine from Coca-Cola which only made itself visible to couples, and the Duracell Moments of Warmth campaign, where overhead heaters were located at a chilly bus stop and they only turned on when people held hands to complete the circuit.
Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love. He also runs free Masterclasses on multi-channel live brand experience.
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