Starbucks has announced the launch of its Red Cup Christmas campaign, featuring season favourites such as Gingerbread Latte, Toffee Nut Latte, Eggnog Latte and Honey and Almond Hot Chocolate.
Created and executed by Manning Gottlieb OMD in partnership with Fuse Sport + Entertainment and Mobile5, the campaign will kick off with a socially charged, bespoke OOH light instillation in Kings Cross station. Running from the 3-6th November, the campaign extends across digital displays throughout the station and will be further amplified across Twitter, Facebook and Instagram.
Lighting up with #RedCups
The four meter tall Red Cup instillation (pictured above) – designed to smell like Starbucks’ hero gingerbread latte – will gradually light up as the number of #RedCups mentions on social media increases. Tweets pulled through from the #RedCups will feature across digital display boards throughout Kings Cross station to thank fans for participation. Throughout the duration of the instillation, Starbucks will also surprise and delight consumers with complimentary gift cards.
To announce the arrival of Red Cups, and further engage Starbucks fans online, Starbucks created – in partnership with Twitter – a Red Cup hash-flag which appears whenever #RedCups is tweeted.
Declaring the red cups season officially open
Steve Flanagan, Marketing Director for the UK, Starbucks said:“Anticipation for the Starbucks Red Cups has been building since our exclusive preview in Selfridges last month. We wanted to declare the red cups season officially open with an inclusive campaign showcasing the great organic community #RedCups creates online. ”