• May 8, 2012

Eight O'Clock has launched a digital campaign centered around a video that pairs Hollywood comedian Jim Breuer and competitive eating champion Takeru "Kobi" Kobayashi.

The video, dubbed "The Cupping Room," shows Breuer and Kobi going behind the scenes to learn about "cupping" -- one of the brand's quality-control techniques.

Viewable at TheCuppingRoom.com, the video is being supported by an hour-long Reddit.com "AMA" (Ask Me Anything) online interview with Breuer on the campaign's launch day (May 8) and integrated social media tactics.

The campaign will take over Eight O'Clock's Facebook, Twitter, Pinterest and YouTube accounts, offering brand fans out-takes, prize opportunities and other extras.