Online Advertising Creativity: Content Integration: PHD/BBDO BlastRadius ; Starbucks, "Coffee Authority"
Starbucks, "Coffee Authority"
In a massive campaign spanning multiple online "pillars of passion," the Coffee Authority campaign reaffirmed Starbuck's top spot amongst the coffee elite by zeroing in on media channels and partners that would communicate Starbucks' message while showcasing the appreciation of the target. Starbucks constructed a robust program as the launch sponsor for A.V. Undercover, a Web series through The Onion's A.V. Club. Starbucks delivered eight cover performances by acclaimed Indie bands and highlighted a bold new brew along with each performance. Co-branded online and print units (with Facebook, NBC.com, hulu.com, Wired, and through mobile platforms - to name a few) accompanied the launch. Over 13MM added value social impressions were contributed as a result of the buzz on Twitter and Facebook alone.