Caribou Coffee is taking on rival Starbucks with a “Wake up and smell the music” campaign giving away Apple iPod units and downloaded music tracks.
The campaign launches on March 20 with a morning of live music in several US stores. The coffee house chain is giving away prizes including 1000 iTunes music downloads and 20 30GB iPods.
The collaboration with Apple is in part a response to the success of Starbucks’ Hear Music concept, which produces and markets music specifically for its coffee drinking audience. Starbucks has recently opened Hear Music media bars in Seattle and Miami where customers can burn their own CDs.
Caribou Coffee CEO Michael Coles said, Apple and Caribou are a perfect match. We both provide a unique experience in our particular space. Apple, as an innovative company, positions itself well against Microsoft, just as we at Caribou position ourselves well against a large, ubiquitous competitor, no names mentioned of course.