Starbucks stirs holiday cheer via mobile-enabled cup
decorating contest
Starbucks is driving a final bit of holiday branding
awareness by asking customers to draw designs on the company’s red cups and
upload images to Instagram or Twitter using a designated hashtag for a chance
to have their artwork featured.
The new campaign aims to celebrate the passion that
Starbucks customers feel toward its popular holiday beverage-holders, which
showcase a different theme each year. 2015’s cups are a solid crimson color,
leaving plenty of room for fans to doodle wintry designs on them and upload
their masterpieces using the #RedCupArt hashtag, which aggregates Starbucks’
favorites on a microsite.
“Starbucks did a great job at driving brand awareness for
its iconic holiday red cups for this holiday season,” said Amir Zonozi, chief
strategy officer of Zoomph, Reston, VA. “By putting its cup at the center of
the campaign, as a canvas for creativity, it allows fans and artists an opportunity
to share their work with others.
“This campaign is great for a number of reasons. It is a
relatively low barrier of entry, you just need a Starbucks cup, and to get one
you need to buy a drink during the holidays.”
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