Several posts ago I talked about LOVE being the secret to social media. Well Starbucks has been doing their L-Listening and came up with this response to the “Where the Hell Is Matt?” movie which took the web by storm a few years ago, and also the wild success of the T-Mob Dance videos where people break out in dance at random train stations to the thrilling surprise of commuters.
The game to be the most viral video on the net is on and all the big brands are playing. Did you see Coke’s Happiness Machine? It’s not show me the money in social media, it’s show me the LOVE!
Starbucks is really playing to win though, because they’re playing on your heart-strings too. If you watch the movie all the way to the end, they ask you to share it, because for every voice added they donate to Fighting Aids in Africa. How charitable! How giving. How… loving?
The companion (campaign) website is also executed with lots of love. Check out the photo gallery displaying the ultimate in interactivity and enabling people to share the love through various social loveworks, I mean social networks.
What do you think of this strategy? Is it getting overplayed? Are you still enamored? Are you still in-love? Please share the love… um, I mean your comments below.
P.S. Use red for LOVE and remember… Love is all you need. xoxox