Café Milan in Middleborough, Massachusetts offered free coffee to anyone who walked in dancing. With Michael Jackson and the Bee Gees playing, one customer after another showed their best moves.
Over the span of a couple hours, about 20 people danced their way to a free cup of coffee.
Other people came in and either didn't know what was going on or were too shy to shimmy.
The video they shared (patrons were notified prior to entering) has received over 7 million views.
However, beyond a very innovative and successful marketing campaign, there's something else worth looking at.
Each person who came in made their own decision as to how they were going to be a part of, or not a part of, this event. Essentially, they chose to make the experience their own, and that's what I think is worth pulling from this. Whenever you give a customer the opportunity to create their own experience, even one that might seem insignificant, they will often embrace it, resulting in a lasting positive impact.
If a little coffee shop can create an incredibly successful experiential campaign that took nothing more than a note on the door, and turning up the stereo, does it make you wonder what you could do for your own business?
