Question

A campaign here in United States Identify a social media campaign for a favorite brand and describe: What does the company invite you to do? Do they invite you to engage your network and if so, discuss how?

Answer 1

In the year 2017, Starbucks launched an Instagram campaign for the launch of its limited edition of "Unicorn Frappucino". It was an attempt on the part of the company to let people know that it also served beverages other than coffee. Though the company already had creme frappuchino on its regular menu, but the mythical unicorn frappuchino created a stir among its customers, opening up avenues for new customer base. The drink containing almost 3x the sugar as compared to the regular Starbucks beverages, was designed in a combination of pretty purples and neon and succeeded in being the most successful mobile campaigns for the year. Despite scoring low in terms of flavor, the asthetically pleasing drink garnered about 150000 posts solely on Instagram and a major traffic to the Starbucks store.

Starbucks while launching the campaign, used the concept of "Fear of Missing Out", by keeping the frappuchino as a limited edition drink, available for only a week. The coffee chain invited the people to try out the beverage and post their feedback on instagram and other social media channels. The company smartly capitalized the instagram trend of sharing the photos of food items online and converted it into a social media success. It succeeded in turning the consumers into marketers of the brand. Starbucks received criticism over the taste of the product, however it definitely brought a lot of attention and sales for the company.