Starbucks latest beverage created significant media buzz.
For any other organization, it would have been an ordinary event, however, of
incredibly high engagement of Starbucks customers, it turned into a nationwide phenomenon.
Starbucks did a few things
- They picked unusually bright colors, pink and blue, not typically associated with the brand.
- They picked a unique name, Unicorn Frappuccino, which is easy to remember
- To create a sense of urgency, they time limited the availability of the beverage
The genius in releasing a media friendly product is that the
marketing was done by the customers. Customers posted their selfies with the
beverage and made YouTube video. The social media sensation and long lines of
customers got main stream media’s attention. The drink was a hit, not because
of taste but because of the clever marketing by Starbucks.
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