By Robert Workman
An ambitious new campaign for Starbucks Coffee shows how people deal with the uber-popular coffee chain on a daily basis. Not incidentally, Starbucks hopes that this gets more people heading into its locations.
The campaign, called “Meet Me at Starbucks,” is focusing more on the consumers that visit its locations, rather than the products. That’s an interesting change of direction, showing visitors enjoying Starbucks products through a mini-documentary style presentation. The campaign builds on the idea that Starbucks is more than just the products it sells, it’s also a place for people to go and meet people, relax with a friend, or get a little work done in a comfortable environment.
“Meet Me at Starbucks” was shot across 59 different stores spanning 28 countries, with 39 local filmmakers, 10 local photographers, and one director at the helm.
The footage was shot within the same 24 hour time period, resulting in 220 hours of footage and featuring a number of subjects, including a hearing impaired group, several women discussing scrapbooking, and other users of all ages, from elderly couples to teenage friends.
Starbucks spokeswoman Linda Mills believes that many people find connection through technology in the locations, but “we’re not really connected unless we’re face to face.”
The documentary begins with the introduction, “Every day around the world, millions of people gather at Starbucks, but it’s never been just about the coffee.” From there, various subjects are shown talking about different subjects and, as you might guess, enjoying Starbucks.
The films have begun debuting on the official Starbucks Coffee YouTube channel, with several more parts set to make their debut in the weeks ahead. We’ve embedded one of the videos below, so you can get an idea of what to expect from the documentary series.
What do you think? Is this a bold move for Starbucks in terms of focusing more on users and their experiences at their locations instead of just product? Could other advertisers learn a thing or two by focusing attention on their consumers?
This article was originally published on alistdaily.com, the insiders’ source for editorial focused on entertainment marketing news, and content partner with VideoInk. It’s been lightly edited from its original version. Follow [a]listdaily on Twitter @alistdaily or subscribe for the latest news, data, and more in your inbox.