Marketing Week reports that Starbucks is launching its first global brand campaign to highlight the good things that happen when coffee lovers put down their mobiles, shut their laptops and use their time in-store to connect with friends – a campaign designed to increase dwell time worldwide.
The “Meet me at Starbucks” campaign is the first time Starbucks has attempted to convey the values of its brand on this scale. It plays on the idea that while many of its customers are digital-savvy, sometimes the best way for them to connect is face-to-face – with Starbucks stores suggested as the perfect location.
The YouTube mini-documentary was shot in 59 different stores across 28 countries during the same 24-hour period, and documents a day in the life at a Starbucks. Its features range from how a scrapbook group regularly meeting at a Starbucks in America helped a mother overcome the loss of her daughter, to how a band in Japan held an audition for their newest member at a local store.
Fans can hear more about each story by clicking on the videos at certain points.
Starbucks will also ask fans to post photos illustrating how people met, encouraging participants to use the Instagram hashtag #HowWeMet. Additional content will appear across other social media channels including Twitter and Tumblr in the coming months.
The move builds on the coffee maker’s recent ads that pushed the strapline “Sometimes the best way to connect is to get together”. The campaign launched in the US earlier this month with four short films titled “Date,” “Apology,” “Parisian Love” and “Kick”.
Watch the video here
See the Marketing Week article here
