Scooter’s Coffee Overview
Scooter’s Coffee is a rapidly growing, Omaha-based coffee franchise. Since opening in 1998, they have garnered attention for their drive-through convenience and community involvement. In 2023, they expanded to over 800 stores and became the Frisco Bowl sponsor.
The Challenge
Our challenge was to develop an integrated communication plan to promote the launch of the ESPN-televised Scooter’s Coffee Frisco Bowl in 2023 to garner brand awareness and expand their already-growing nationwide reach to new U.S. markets.
The Big Idea
The rapid expansion provided an opportunity to capitalize on Scooter’s Coffee’s success. By distributing news releases and announcements, a crafted social media engagement plan promoting Scooter’s Coffee mystery drink, drafting key messaging for marketing materials, and more, we were able to give Scooter’s Coffee a proper introduction nationwide.
Our Approach
To get the public interested in the 2023 Frisco Bowl and the coffee company’s sponsorship, our team used a combination of PR and social media strategies—including news releases, media and press kits, and engaging with a fun social media series run by the brand.
News Releases & Announcements
We collaborated with Reading Is Fundamental (RIF) to develop a news release announcing RIF was the beneficiary of a Scooter’s Coffee donation, along with a reading contest. RIF provided elementary students with an opportunity to attend the Scooter’s Coffee Frisco Bowl.
Media & Press Kits
View this post on Instagram
Lukas Partners worked to coordinate interviews with sports reporters, craft strategic messaging points for various marketing materials, develop news media lists, and create and deliver news media kits to get the word out about the Scooter’s Coffee Frisco Bowl.
“We worked with the marketing team at Scooter’s Coffee to develop a media kit that included a news release on the announcement of the bowl game, company swag and flavored coffee to generate excitement for football season. We also helped prepare distribution plans for a second round of media kits with Scooter’s Coffee Frisco Bowl game day swag that was shared with sports reporters across the country.” – Kristen Crawford, Senior Public Relations Strategist
Social Media Management
View this post on Instagram
To engage Scooter’s Coffee audiences and get the public excited about the upcoming Frisco Bowl, we helped monitor and support a three-part social media series about the coffee franchise’s mystery drink, which would be poured on the winning coach at the end of the game, by engaging with their followers in the comments. The social media campaign received nearly 150,000 Facebook views.
View this post on Instagram
Showering the winning coach with a drink is a highly anticipated tradition that lets brands showcase their creativity and create memories for teams and fans. In the initial planning stages of the Scooter’s Coffee Frisco Bowl, coffee was the obvious choice, but that remained a surprise until game day.
The Results
The Scooter’s Coffee Frisco Bowl received thousands of news media mentions to promote and observe the event, plus national coverage by ESPN, USA Today, Associated Press and Sports Illustrated. Between August 2023 and January 2024, the Frisco Bowl received:
- 2,174 news media placements
- 41,527 social media shares
- 4.1B audience reach
Score Big with Our Winning PR
With PR and media strategy to social engagement and event promotion, Lukas Partners helps franchises and food & beverage brands become household names nationwide. Become our partner!
