- New Media Age -
Coffee brand Douwe Egberts is planning to take over the Friends Reunited home page as part of its first online activity. It will run MPUs and skyscrapers to promote its instant-coffee range and drive users to a campaign site.
Coffee brand Douwe Egberts is planning to take over the Friends Reunited home page as part of its first online activity.
It will run MPUs and skyscrapers to promote its instant-coffee range and drive users to a campaign site.
Annette Zollo, marketing director at Sara Lee Coffee & Tea, said, "The Douwe Egberts campaign is a new way to talk about instant coffee, a category where habit prevails over choice."
Friends Reunited is seeing a rise in user activity as social networks grow. The ITV-owned site received 250,000 new registrations and a 14% increase in page views in June.
Head of online sales at ITV Colin Ramsay said, "We're currently experiencing a boom in traffic to Friends Reunited, with the longest dwell times it's had for over two years."
The campaign creative was developed by digital agency Candi.