Segafredo, a ‘game changer’ in coffe culture

At the end of the first decade of the new millennium, Segafredo, an established coffe brand for Generation Xers, was seeking for new ways to increase their relevance to younger audiences. Keeping in mind social gaming as the real emerging digital trend, we conceived an hyperconnected digital platform where espresso lovers could gather into a brand coffee culture community and engage with brand contents through gaming experiences. Casa Segafredo is a house to explore, where every room is devoted to an aspect of the black drink, from the crop to the cup: editorial contents, social gaming, contest and branded space at Taste Fair 2012.