Created in partnership with Manning Gottlieb OMD, Fuse and Mobile5, the bespoke 4 metre tall Red Cup installation – which is designed to smell like Starbucks’ gingerbread latte – will gradually light up as the number of mentions of #RedCups on social media increases.
Tweets including the #RedCups hashtag will also feature across digital display boards throughout King’s Cross train station. Throughout the duration of the installation, Starbucks will also surprise consumers with complimentary gift cards.
The digital tree will be up from 3 to 6 November, with the campaign being further amplified across Twitter, Facebook and Instagram.
Speaking to Marketing Week, Starbucks’ marketing director for the UK Steve Flanagan said that the brand was eager to bring the excitement of Christmas to life with the launch of its festive campaign.
“We wanted to drive engagement and really bring the excitement of Christmas and ‘Red Cups’ to life on our social channels and in our stores. It’s a nice way to tie it all together,” he says.
Twitter activity to match
To further engage Starbucks fans online, the brand created a Red Cup emoji in partnership with Twitter, which appears whenever #RedCups is tweeted.
“Twitter is a place where we see lots of our fans and customers and it allows us to have a dialogue. The beauty about the #RedCups emoji is that it’s a nice way to bring the Red Cup campaign to life on our channels. We’re only the second brand to have created a bespoke emoji [after Coca-Cola], so it’s a fantastic thing for us to do,” Flanagan explains.
In the run-up to Christmas, Starbucks will promote its campaign using media partnerships, digital and outdoor advertising, and the brand is also planning to donate £150,000 to charities.
“For Christmas we are giving away £150,000. Charities can nominate themselves and use social media to make noise about why they should be selected. So we have a lot of activity wrapped up with our Christmas campaign,” Flanagan says.
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