Eight O'Clock Uses Social Media to Stimulate Consumer Loyalty

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March 23, 2010

Eight O’Clock Coffee fans are invited to “show the world that your bag is the best of the best” in the Eight O’Clock Coffee’s Crazy 8’s ChampBEANship,” which the brand is supporting on its Facebook page from March 22 until April 5.

Facebook fans can vote once a day for their favorite varieties of Eight O’Clock in “competitive-style brackets” beginning with eight top-selling varieties. Winning varieties will move to the next round each week until there is one bag crowned the ChampBEAN, according to accompany statement.

With every vote, fans will be entered to win a random weekly drawing for one bag of their favorite variety of Eight O’Clock Coffee. They’ll also be entered to win one of eight randomly selected grand prizes of free Eight O’Clock Coffee for a year.

To participate in the giveaway, fans must sign up at the brand’s Facebook page  and click the “ChampBEANship” tab. The company also has an Eight O’Clock Twitter page that fans can follow.

The 150-year-old coffee brand began as an A&P private label and in 1979 the grocer licensed the division to Compass Foods Inc. to the sell Eight O'Clock coffee to other retailers, including competing supermarket chains. In July 2005, the brand was acquired by India's Tata Coffee.

Today Eight O'Clock coffee, headquartered in Montvale, N.J., is the third-largest seller of whole bean coffee in the U.S.

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