The Brief

Every Summer, Starbucks relies on it’s iced Frappuccino to attract customers into stores. How can we bring fresh excitement to this hero product, and build emotional connection around “My Frappuccino Moment”?

Describe how the promotion developed from concept to implementation

Chinese consumers are confused by the many customization options for their drinks; A barrier to enjoying a “Frappuccino Moment”. So we simplified the universe of choices for them, creating 9 Frappuccino planets adapted to local tastes, and arranging them in a flavorful FrappGalaxy. We built a giant rocket for everyone to escape to FrappGalaxy. All you have to do is find the QR code in-store, and activate it using your phone. A beautifully designed HTML 5 website provides the same experience on mobile, and online.

Describe the success of the promotion with both client and consumer including some quantifiable results

One month into the campaign, our weibo fans have increased 15% from 360,000 to 430,000. People are so fond of the FrappGalaxy designs that our weibo announcement of the limited edition cups generated an amazing 80,000 retweets - Starbucks' best performing tweet ever! With a budget of just 0.5m yuan, FrappGalaxy has inspired over 95 million friend to friend recommendations, and sales of Frappuccino are at an historic high, up 14% versus the previous year.

Explain why the method of promotion was most relevant to the product or service

This is the perfect way to educate the consumers about the different flavors. Along the way you can become a citizen of your favorite planet to win instant prizes, and share your Frappuccino moment with the world on weibo. The planet with the most citizens will be the hero of National Frappuccino Day, when all of China can upsize their Frappuccino for free.