Today is National Coffee Day in the US, an almost redundant moniker in a country that runs on java—and the perfect timing for Starbucks to launch its first global brand campaign, “Meet me at Starbucks.”
Centered around an interactive short documentary on its YouTube channel, the branding campaign shows what happens when coffee lovers turn off their phones and tablets and connect in real-time, offline and in-store.[more]
Created by 72andSunny, the 60-second spot is lifted from a longer 6 minute mini-documentary that Starbucks spokeswoman Linda Mills tells Ad Age pushes the point that “we’re not really connected unless we’re face to face.”
More than 220 hours of footage were filmed to capture “authentic, unscripted, moments of connection,” in 59 stores in 28 countries during the same 24-hour period.
The vignettes depicted can be delved into further by clicking on prompts at certain points in the video. Starbucks is also asking fans to post photos about meeting people on Instagram at hashtag #HowWeMet. It’s also inviting employees and customers to share their coffee memories at Starbucks.com.
The focus is on human interactions, face-to-face, and stories such as this one, of a young deaf woman in Hawaii. “Without knowing anyone, Sherylynn went to a deaf meet up at Starbucks, where she found a new community that changed her life.”
“Starbucks has priotised increasing dwell time through at its stores as it looks to maintain sales momentum,” notes Marketing Week UK. “By showcasing the different occasions people can visit its stores—whether it’s for drink or for food—in its global charge, the business plans to fuel its early forays into selling alcohol in the evening, snacks and in-store customer service.”
As the campaign states, “it’s not just about the coffee,” and indeed, Starbucks has already purchased Teavana, upscale tea-maker, an American bakery and in the UK, is partnering with healthier fast food brand Pod—easing the way into food products like shredded pork wraps and barbecue chicken dishes to accompany that early morning cup of Joe.
To promote the campaign, Starbucks is also sponsoring the Sponsored Tumblr Dot available for National Coffee Day, while it’s offering a free sample of its Anniversary Blend through noon today to celebrate National Coffee Day.
The precursor to Starbucks campaign: a trio of videos released in mid-September that translates face-to-face conversations to texting, and illustrating, powerfully, the difference.