Pin The Goodness
Starbucks
To Encourage consumers to prioritize good luck / wishes / happiness in the new year. Pin all the goodness at the top.
Result
35,671 gamers totally played over 100k times
5,684 gamers played over 3 times, 1,134 gamers played over 10 times
Stayed in game for average 51.28s
131 gamers reach the highest level 9, with the highest score 134
CNY is an important festival for Starbucks to establish emotional ties with local consumers. They need promotion for specific CNY drinks every year.
However, after 3 tough years of the epidemic, we found that consumers urgently need some positive energy, especially in the CNY which is full of blessings. And this is an opportunity for Starbucks to enhance their positive brand concept ‘Uplift Everyday’.
By establishing the connection-顶 between GOOD LUCK/BLESSING and 3 new products with specific toppings, we create a positive game to help consumer break through the negative effect of epidemic during CNY.
