RedCupArt:Starbucks thought Twitter Catch the Groundswell
On December 17, Starbucks stores in the United States and Canada will release limited plain red holiday cups. Customers can use the cups as a canvas to create their own unique designs, snap a photo, and share through Instagram or Twitter using the hashtag RedCupArt. Starbucks will collect its favorites and share them to shine a light on customer creativity.
The challenge inspired our creativity and attracted thousands of users to participate and share a variety of creative designs. This helps enhance Starbucks' image during the holiday season and prompts consumers to share their Starbucks experiences.
This is exactly what Charlene Li and Josh Bernoff say in the ninth chapter of Groundswell: winning in a world transformed by social technologies: Twitter may well be among the simplest, most powerful social tools you can use. Just make sure you integrate it with the rest of your social channels. Starbucks’ campaign is successful because it uses Twitter to listen, talk, help, inspire, and embrace consumers, this is the theme of Chapter 10 "Conquering Trends with Twitter".
Starbucks uses Twitter as a platform to interact with consumers and promote products to generate buzz on social media. This active social media engagement helps Starbucks build closer connections with consumers, spread brand messaging, and remain active on social media.
Do you have any examples of brands that have caused the Groundswell on Twitter? Comments are welcome.
Hi Wantong,
ReplyDeleteI think that this tactic works best with companies that have already stablished themselves or have a large following in social media. I found myself thinking about how well something like this would work for smaller businesses. But I also find that this can be a great marketing tool if done correctly by a small business. I also feel like this marketing tactic can work but on a short term since it can be hard to keep something like this going continuously.
Hi Wantong,
ReplyDeleteIt’s interesting to know how Starbuck is using Twitter creatively to connect and engage customers during holiday seasons. One brand that comes to me that has caused groundswell on Twitter is Nike. Nike has come up with inspiring campaigns and athlete endorsement. Nike has used Twitter to connect with customers by listening to its customers and responding to their comments and queries in a timely and personalized manner.