Who doesn’t love Italy right? Well that’s what Lavazza Coffee thinks and they’ve setup a campaign called The Italian Experience that lets anyone from around the world talk directly with locals about food, shopping, love, lifestyle and just about anything else you could think of.
What ever it is, after you’ve exchanged video responses (your request and their answer) they’ll select 4 people every month to fly to Italy for intensive lifestyle training with the person who responded to your video before returning back to your home country with your Italian teachers to put it into practice together.
It’s a very cool way to create direct social connections through a digital campaign, although there is still a big barrier for user generated content campaigns that include video, it looks like it’s kicking along nicely. I’m looking forward to seeing the results! The campaign was created by Bright.ly (thanks Valentina)