Starbucks: Red Cup

Objective:

To increase promote Starbucks in select markets during the holidays.

Markets:

New York, Chicago, San Francisco and Seattle

Solution:

Brand Ambassadors drove around city centers with a Starbucks Holiday Prop Cup attached to the roof of their vehicle. Good Samaritans who informed the Brand Ambassador they had left their coffee on the roof were rewarded with a $5 Gift Card! 7 days and between 4 and 10 cars per market.

Results:

• 22,583 $5 Starbucks Gift Cards distributed
• Over 19 million total impressions
• Gained publicity on the local affiliates in each market as well as a 4 minute national piece on CNBC