Starbucks signals the start of Christmas with multi-channel campaign

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.

The four meter tall Red Cup instillation – 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.

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. ”

Rachel Fernandez-Vidal, business director, Manning Gottlieb OMD adds: “The hash-flag is an exciting element to the campaign and we are thrilled to be one of the first to partner with Twitter. Utilising Starbucks effective social presence we have kicked off the annual Red Cup campaign via the Kings Cross instillation enabling us to physically connect with the Starbucks consumer even further.”