This is a cool campaign because it uses peer pressure to make people do good. Seriously. If you see a bunch of people doing something to get something else for free, and there’s something to show that tons of people are actually doing it (ie- a mural of paper cups), then it’s going to increase involvement. While I love the fact that the cups form a tree and it’s cool for publicity purposes, I’m assuming that nobody who gave in their cup actually noticed that… unless they ran up to the top of a building right after?
There are a few things we can learn from this campaign. One being that you need to show that others are getting involved, in order to gain momentum for a campaign. The way I see it, most people do already have coffee mugs at home. And these people continue to buy coffee in cups because it’s just more convenient. Did they really want to give up their coffee for a free mug?
I’m not sure if Starbucks is doing it yet, but if they really want to make a difference they should charge a higher fee for those that don’t bring mugs (ie- the 5 cents we have to pay per plastic bag in Toronto). I do like this campaign though, because it’s fun and it builds awareness in front of tons of people. This campaign creates awareness for a day on which Starbucks will be giving free coffee to those that bring in mugs. In my opinion, that’s pretty lame. If they’re planning on changing the world, do something a bit more long term. Nonetheless, they are building awareness for that day, as well as the overall cause.
To be honest, this isn’t the coolest campaign. It’s also not the brightest campaign. But for some reason it got my attention. I think it’s the music. The music is really good. That being said, never underestimate the power of music when presenting a campaign.
So, while they didn’t do anything revolutionary, they took a sorta unconventional campaign, and turned it into a cool commercial that makes them seem cooler than they are. I think that’s something that a lot of companies tend to forget. Unconventional campaigns should be leveraged more often through ads, because people love to see this stuff and it really makes the brand seem that much cooler. Just saying.