The mythical Starbuck’s Unicorn Frappuccino is taking over social media and stirring up conversations. Whether you’re a fan or foe there’s no denying that this is a brilliant marketing move. “But it’s 60 grams of sugar you say,” true–but you’re still talking about it, aren’t you?
“If I had a dollar for every picture of the unicorn frap I’ve seen on social media today I would have a lot of dollars
Let’s break down this psychedelic campaign and discuss what made it work!
- Encourages social engagement. The brilliant blue, bubbly pink, and tie-dye sprinkles incorporated in the unicorn Frappuccino were not an accident! These colors not only represent a visual interpretation of a unicorn drink but also encourage Starbucks fans to post pictures on social media. The drink has already been claimed, “ the most Instagrammed drink that has ever existed.” Heck–there’s even a Snapchat filter dedicated to it! The whimsical drink has sparked the interest of many– whether you are posting a selfie with you #UNICORNFrapp or ranting about how “basic” this fleeting trend really is.
“Sitting in Starbucks watching people’s excitement turn to disgust after trying the #unicornfrappucino is so entertaining”
- Creates a sense of urgency. The Frappuccino is only available until April 23rd, giving Starbucks goers a limited time to try it! People are encouraged to buy the drink before it is too late!
- Increases Starbucks foot traffic. Frappuccino fans are flocking to Starbucks to try the highly anticipated drink. This mango-based Frappuccino’s popularity began with an Instagram post, teasing the drink’s launch. Starbuck’s Barista Braden Burson rants, “ he has never made so many Frappucinos in his life and feels extremely stressed out” proving that Starbucks has hit the marketing mark, yet again.
Starbucks’ new Unicorn Frappucino is taking social media by storm, showing that the Starbucks marketing engine is constantly innovating! If you want to find out more about how to leverage social media to promote your business or product contact Liquified Creative today.