Starbucks is
launching its first global brand campaign this fall called “Meet me at
Starbucks.” They believe their “digital-saavy” customers could use Starbucks as
a way to connect face-to-face again.
This campaign is
sure to create some buzz on the social sphere. It’s not far off from Coca-Cola’s
“Share a Coke” campaign. Both have the vision of bringing people closer together
through getting together--àwith
their product.
Has this
constantly evolving digital world interrupted interactions, or has it made it
easier to interact? With so many different ways to communicate now from 10
second videos on SnapChat to 140 character shout outs on Twitter, social media
has made ways of connecting more creative. With that, marketers have gotten
more creative in using it to not only enhance family and friendships getting
closer but promote their product at the same time.
Starbucks has created
a mini-documentary shown on YouTube of days in the life of Starbucks with over
59 in-store interactions filmed across the world. They encourage participants
using Instagram to post photos with the hashtag “HowWeMet.” Additional content
will be posted on Twitter and Tumblr in the following months.
Recent ads
foreshadowing this campaign have pushed the phrase “Sometimes the best way to
connect is to get together.” How do we connect nowadays? Through the digital
world. I’m convinced social media has not discouraged but encouraged us to get
together. We love the ability to share with everyone what we are doing—and that
we are doing something—instantly.
So hey friends--- meet me at Starbucks and we’ll
share our experience.
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