Coming out of the pandemic, studies showed that people were struggling with in-person connection. People were more likely to be distracted and look at their phone or let their mind wander, than stay in the moment with another person. For Starbucks, already known for coffee breaks, we launched the Starbucks Coffee Break-away, a chance for two people to reconnect in a special shared moment, over a Starbucks coffee.
We teased the launch of the campaign on social and through Youtube pre-roll.
As part of the launch, people could win an opportunity to reconnect with someone with a trip to NYC and a private event at The Museum of Natural History. We were hoping for 10,000 applicants. We got over 30,000.
Over 1 million people watched our event trailer on Ashley Park's personal Instagram.
We helped each participant craft their video to their loved one. Here is Jillian’s.
