We’ve written about two brands (Heineken and the sports channel Eurosport France) that have created campaigns based around the anxiety felt by soccer fans when they miss important games. With the 2010 World Cup, anxiety in this part of the world centered on the fact that the games were scheduled during working hours: 9 a.m. and 1 p.m. local time. Starbucks saw an opportunity, presenting itself as a solution that would allow people to watch the match and work at the same time. No guilt or stress over hiding from the boss. The other idea: to position a coffee drink as a beer alternative for watching these workday games.
Starbucks gave the World Cup a business breakfast touch. It installed 71 big flat-screen TVs in select branches and boosted its Wi-Fi so that the added online traffic wouldn’t cause problems. People would be able to work as fast as in their offices, but with a richer experience. There were also some World Cup breakfast specials and socially focused promotions (e.g., buy two, get one free). The stores seemed to be buzzing with people, and, more important, many customers (mostly male) started seeing Starbucks differently, as a new place to meet up with friends.
Photo Credit: BMeunier