What is most notable about Keurig's deal with IMG College is its intentions to use the partnership to achieve crucial marketing objectives. In a recent Sports Business Daily article, Green Mountain senior vice president of marketing Dwight Brown touts the deal as a way to reach the next generation of coffee drinkers. Moreover, Keurig has a need to influence a particular behavior, brewing and drinking one cup of coffee at a time versus brewing a pot of coffee. Another strategic consideration is that Keurig is interested in expanding its market presence in Texas and California, relying on sponsorship of Texas and UCLA, respectively, to support that objective. Finally, Keurig has rights to make officially licensed coffee makers for 11 schools, providing another platform for selling machines to fans who wish to own a coffee maker branded with their favorite college sports team.
What is not discussed in the SBD article is most intriguing about the Keurig-IMG College partnership: How Keurig will activate its new asset. The possibilities seem limitless for Keurig to create campaigns around the college sponsorship program. Can you see the following in the coming months:
- Keurig or Green Mountain branded experiences at sporting events
- Cause marketing promotions with partner institutions
- Social media contests
- In-game promotions
and much more. Keurig seems to have a great deal of creative leeway in developing activation programs to maximize the association with their collegiate partners. What would you recommend Keurig do to market its college sponsorship?