Attention all coffee lovers, the brilliant minds at Starbucks have come up with yet another unique way to capture your attention and gain your loyalty: My Starbucks Signature!
Personalize Your Drink
So, What’s the Deal?
My Starbucks Signature lets you build your drink, name it, and share it with your friends. My Starbucks Signature can also show you nutrition information, but it’s wrong, at least in my case. It doesn’t show the result of all customizations.
The site is user-friendly and the steps to creating one’s personal drink is very easy.
It started of me noticing a video of David Beckham on Facebook posted by one of my soccer crazed friends, so I was curious enough about it that I click on it and watched it. It was simply a video of him shooting three soccer balls into bins on a beach, but while watching the video I could not help but notice him holding a can of Diet Pepsi and drinking from it and then reading that this was filmed after the shoot. The video was amusing and I read a few comments debating the authenticity of it but at the end of the day the thought of him drinking a Diet Pepsi was the image that stuck with me for the longest and that’s how I got to notice Pepsi’s latest social media marketing campaign.
So What’s The Campaign About?
The Campaign is pretty simple in a sense; it doesn’t have the high production values of the usual Pepsi commercial. As a matter of fact it doesn’t even explicitly say or show Pepsi at any point in the commercial. The only thing that indicates that it’s related to Pepsi at all, beside the glimpses you get of the can every now and then, is the fact that it’s on Pepsi’s Youtube page.
The Buzz
The video to date has been watched more than 1.48 million times on Pepsi’s Youtube channel and has sparked a heated debate on the authenticity of it spread across blogs, Twitter, Facebook and a 1,300+ comments on the original video. The debate is completely void of any mentions of Pepsi, even though it’s a Pepsi commercial, but every single one of those people must have noticed the new shiny silver Pepsi can in the commercial. and those interested enough in getting either more Beckham or Pepsi must have clicked on the link below the video for Diet Pepsi’s Facebook page.
Twitter Debate of The Video
Lessons Learned
In a post-branding era the conversation is more important than the traditional aspects of branding and with this commercial Pepsi attracted a crowd that might have scoffed at the idea of discussing a Pepsi commercial when that’s exactly what they are doing.
The attraction power of a star. If it was just a random person doing this trick it surely wouldn’t have attracted that many people over this short span of time, the fact that people knew who David is made them have some ground for a debate.
What do you think? Share with us your thoughts and comments below.
For today’s post, we will be listing for you the 10 top reasons for the success of social media campaigns using our analysis of the highest success rated campaigns we have discussed so far.
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