Odnoklassniki.ru social network in cooperation with the Mindshare and Mindshare Interaction agencies are rolling out the Jacobs Monarch viral campaign with the ‘Aromagic connects’ tagline. The network’s users can “invite” each other to have a nice cup of coffee by clicking on the green stripe and writing a few words that can be seen only to them two. The campaign was developed by the Moscow department of JWT, an international web agency.
The coffee movement was launched on November 17, and more than 5 million registered users tried out the new feature in the first 24 hours. To invite somebody you jump to the page with the application and choose him or her from the list of your friends. If the invitation is accepted, the iconic Jacobs Monarch green coffee cup icon will hang on their photo for a week.
In the course of the first week more than 11 million people (over 25% of the total number of users) used the app.