After a rebrand, Seattle’s Best Coffee had lofty goals: Recruit new customers without losing loyal advocates, increase social media engagement and presence, get the new brand packaging into the hands of coffee drinkers. Second City believes that true connection comes from PLAY. We invited new and old Seattle’s Best Coffee drinkers to play with us during a 24 hour Improv Event – all live streamed to the SBC Facebook page. Fans submitted suggestions, registered for coffee samples, and began engaging with Seattle’s Best in a whole new way. A significant increase social media engagement is hard to achieve overnight but the Second City Works team made it happen. Watch the video below to find out how this out of the box campaign performed.