![]() Cup design will only be printed in four colors, one of which must be the logo color 3425 Pantone.1/2 inch horizontal space must remain clear on top and bottom.Minimizing restrictions maximized the space for customer creativity, and it seems like these restrictions are merely a function of Starbucks’ foresight into what would be necessary to print copies of the winning design. How to give proper guidelines: We see so many brands that have pages and pages of contest rules – it really takes the fun out of it! For as big a company (and legally restrictive) as Starbucks is, our hats off to them for keeping the contest rules exceptionally simple, and giving plenty of white space (yes… that pun is most certainly intended) to their customers.They observed what their customers were doing on social media, according to the Starbucks site they also listened to feedback that was submitted on their site, and ran with a contest concept inspired by their customers. Second of all, the entire premise of the campaign is that they listened to their customers. First, by showcasing the creativity and artistic abilities of their customers, Starbucks associates it’s brand with a creative, innovative, and artistic space and customer base. How to tangentially boost your brand: We love how Starbucks subtly reinforced several key concepts with this campaign, with a modern day Jedi mind trick. ![]() ![]() How many people did Starbucks employees see doodling away on their white coffee cups? How many customers did the Starbucks social media team see people posting directly to social media? They took out most of the risk by simply featuring customers and incentivizing them to do what they were already doing. Starbucks de-risked this as much as possible by merely expanding on an existing and established customer behavior. ![]() How to pick a contest topic: Perhaps one of the toughest parts of a contest (and the piece that has the most substantial impact on the contest outcome) is the premise of the contest. ![]()
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