Barista Lavazza is out to strengthen its branding once again with the Friendship Jam this August. An acoustic singing competition for bands and individual singers from Mumbai, Delhi, Bengaluru and Kolkata, Friendship Jam is rooted in a branding campaign on the occasion of Friendship Day in 2008. Now in its sixth season, the competition will take place at 11 stores across the four cities, as reported by AFAQS. The winner will get one year’s supply of free coffee as well as a signed guitar from the organization!
One has to register their band at any of the cafe outlets in their city. Shortlisted bands will perform in their respective cities and will be judged by members of celebrity bands – The Underknowns (Delhi), Prithibi (Kolkata), The Chronic Blues (Bengaluru) and What’s in the name (Mumbai). These bands will also perform at the finals on Sunday the 4th of August, also Friendship Day.
Buzz on social media
Apart from in-store branding, the coffee chain has resorted to social media to create buzz for the event. The Barista Lavazza Facebook page is a riot of updates about the Friendship Jam, asking fans to send in their entries at [email protected] Surprisingly, the initial updates on the wall, had also asked fans to upload their performance videos on Barista Lavazza’s YouTube page to win a brand hamper, and I don’t understand how that is possible for a participant.
Nothing much is being done beyond that on social media. Apart from coffee pictures, quotes and the Friendship Jam, the Facebook page is sharing the pictures of the Click-a-coffee contest winners, where the pictures made it to the coffee table book. The last video on the YouTube page is of the finale of Friendship Jam 2012 uploaded 11 months ago. The Twitter page is actively sharing about the competition, though most tweets are similar to the updates on its Facebook page.
A musical competition involving friends could have been leveraged better through social media, especially Facebook, however, that seems to not be a priority in the case of Barista Lavazza Friendship Jam 2013.