The challenge: Become the new generation's machine in a cluttered coffee market - Create product preference by leveraging innovative qualities.The idea:- Leverage the popularity of a stand-up comedy artist particularly successful with our target consumers.- Give artist free-reign of expression around the brand and its products.- Use the machine as a character from the show.- Develop content exclusive to Internet diffusion.The result:+ 3,150,000 videos views over 2 months450,000 visits4,485,000 viewed pages30,300 links in google.fr125,000 machines sold25% over objectives