The Brief: Crypto Lakes and Coffee Revolutions

Five Things to Know This Week

This week’s hot takes on hot topics in experiential marketing cover crypto lakes, tech-inspired beauty launches and the Boston Coffee Party.

Creators Toss Lattes Overboard at the Boston Coffee Party

Keurig and a group creator partners did their best to channel the Sons of Liberty on Oct. 1 at the Boston Coffee Party, where instead of chucking tea into the Boston Harbor to support the American Revolution, bags of “overpriced lattes” and “mediocre coffee” were tossed into the water (in reality, fishing nets caught the items) to mark a coffee revolution.

Aboard a branded schooner at Boston’s Rowes Wharf pavilion, Keurig introduced the upscale Keurig Alta System and AltaRounds, its plastic-free pressed coffee format for single-use servings, and let creators experience the system firsthand by making their own drinks.

Attendees were also treated to barista-led classes featuring ambassadors dressed in colonial garb, a performance by a live orchestra, breakfast pastries and an invitation to sign an old timey-style “Coffee Revolution” scroll that our ancestors would be proud of. (Agency: Quality Meats)

ComplexCon Fans Fish for Bitcoin in ‘Lightning Lake’