In April, the Green Mountain Coffee® brand worked with the Dial Global radio network to sponsor two days of remote radio broadcasts from the MGM Grand - the Las Vegas venue hosting the 2013 Academy of Country Music Awards. Nearly 50 radio stations were in attendance, providing Country music royalty like Carrie Underwood, Luke Bryan, Kelly Clarkson, Lady Antebellum, Little Big Town, Jason Aldean, Taylor Swift and many more, with easy access to eager listeners tuning in from all over the nation.
Besides providing branded reusable shopping bags filled with great Green Mountain Coffee® thermoses and bags of Vermont Country Blend (get it?) for all the artists and VIPs, a Green Mountain Coffee® sampling team was on hand providing everyone with a nice selection of fresh K-Cup® packs from our array of Keurig® Platinum brewers. Event favorites were Dark Magic and Caramel Vanilla Cream.
And as many of us can attest, there’s something about photo booths that always brings out the silliness in people, so besides delicious coffee and fun gifts, we also brought our 9-foot tall coffee cup-shaped photo booth. The “My Coffee Moment” cup looked resplendent inside and out, wrapped with new Brew A Better Day imagery, and staffers and celebrities alike had a blast stepping into the giant cup and leaving with a silly souvenir photo.
As the sponsor representative on site, I was honored (and delighted) to be a part of the interview cycles, and over the course of what felt like a crazy two hours, I did live interviews with over two-dozen national Country stations. I used the opportunity to discuss the great connection between Country music fans and the Green Mountain brand – points of similarity like our devotion to authenticity and the promotion small-scale farmers and sustainable supply chains.
As exciting as the interviews were, a personal highlight of the event was teaming up with my friend Cadillac Jack, a Las Vegas radio personality from KCYE 102.7 FM, to host a live Google+ Hangout on the internet. While Cadillac and I talked about Fair Trade coffee – and music – with three Green Mountain Coffee® super fans, some very special guests like Gary Allen, Billy Currington, Thompson Square, and the aforementioned Ms. Underwood, stopped by our show and chatted with our online guests. These types of things are probably old hat for industry insiders like Cadillac Jack, but it was a real treat for me, and I know our online guests enjoyed it as well. It’s not every day you get to call your kids and say, “You’re never going to believe who I was just talking to!”
**And of course, note that none of the people above are actually endorsing us - they just stopped by for some coffee.