What is the market strategic position of Starbucks in the coffee industry for Spring Festival couplets?
Couplets on coffee cups??
confirmed eyes
It's star dad!
In the New Year of the Ox, major brands have launched around the Year of the Ox, looking at the entire "Year of the Ox" camp, it can be said that there are many kinds of tricks, coffee industry giant Starbucks even showed the "Spring Festival couplets on the coffee cup" activity, so far, the activity has received 22.123 million readings and 5828 discussions.
Here's the thing: Star Dad, who has always been good at playing, launched a #coffee cup campaign on Weibo and invited netizens to create the next couplet.
Star Dad's first couplet is: Year of the Ox Niu Drink Niu Coffee
Netizens can create the next couplet according to the upper couplet
After the launch of the Spring Festival couplet #activity on #coffee cup, it attracted a lot of netizens 'interaction. Under Starbucks China's official blog, many netizens participated in the activity and enthusiastically sent screenshots of couplets.
For this reason, Star Dad also specially collected the high-quality couplets received in the official, such as:
Hahahaha, netizens are really talented.
In addition to netizens participating in couplet creation, each new product launched by Star Dad this time also has its own Spring Festival couplet.
For example, the couplet for new coffee beans is:
Niu Nian Niu Yin Niu Ka
You're kidding me. You're kidding me.
In fact, this is not the first time Star Dad has tried to market by leveraging the social power of netizens.
Earlier, Starbucks also played a reverse marketing game because of an "atmosphere group".
With the "atmosphere group" network hot stem, Star father directly sent out recruitment atmosphere group members, Through the launch of real recruitment activities to undertake the popularity of popular topics, Also detonated Social networks, The most noteworthy is, Smart star father took advantage of the marketing opportunity also promoted their own store activities, Such as 3 p.m. tea latte buy one get one free, Star cup buy one get one free, Moat buy two boxes of Christmas desserts and so on.
In terms of marketing strategy, I have to say: Star Dad's best moves.
* Photo source: Starbucks official Weibo network
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