MED201-Writing Media

4th Assignment Cover Sheet

List of Nguyễn Hữu Kiệt Date Due: 18-July-

Group 2022
Trần Khánh Ly

Nguyễn Ngọc Mai

Trương Quỳnh Anh

Thái Thiên Thanh

Group 4 No of ….words
Name: Words:

Title Starbucks Campaign - The Word Limit: 700-1000

Starbucks White Cup Competition
(+/-10%)
 Table of content

I. Introduction

II. Analysis

III. Evaluation

IV. Conclusion

V. References

I. INTRODUCTION
We don't need to be a coffee drinker to appreciate the business strategies that have
made Starbucks a multibillion-dollar company since its inception in 1971. Once a small
cafe in Seattle, Washington, Starbucks now has more than 27,600 locations around the
world, spanning six continents. It's the classic success story of a small business that's
growing into a globally familiar name and represents the ambitions of millions of
entrepreneurs everywhere. Here is one of the marketing strategies that is successful for
Starbucks. It helps to understand why this brand can achieve its present achievement.

II. ANALYSIS

ON APRIL 22, STARBUCKS DECIDES IT HAS RECEIVED TOO MUCH ORDERS

FROM DECORATION CUSTOMERS AND NOT RECEIVED. FOR THIS, STARBUCKS
HAS DECIDED TO TRANSFER ALL THIS CREATIVE INTO #WHITECUPCONTEST.

At first, Starbucks probably didn't realise that in providing customers with predominantly
white cups, they were also giving out white clothes. But after numerous customer suggestions
on the My Starbucks Ideas page, the coffee giant decided to tap into its customers' creative
potential with a contest that rewards innovative thinking and artistic skills. And so far, he's
had some pretty amazing results. The white cup contest is becoming a trend among
Starbucks customers, who regularly post pictures of their decorated cups on social media.
“The cups are a beautiful canvas,” said Briar Waterman, creative director of Starbucks'
digital team. "Because you can try an abstract design and keep adding to it. The design
variations are endless.

Customers can use Starbucks' $1 paper or reusable cups, which are sturdy enough for about
30 uses. To enter, customers simply take a photo of the cup and send it via Twitter or
Instagram with the hashtag #WhiteCupContest. . On Instagram alone, there have been more
than two thousand entries since the contest opened. By giving customers full creative control
over the competition, Starbucks allows their customers not only to enjoy their coffee but also
their artistic abilities. Starbucks has aggregated submissions through its Pinterest page,
including another form of branding and online media.

Starbucks is known for promoting a creative atmosphere in all of its stores. Whether it's
meeting a band, studying for a final, or working on your latest sketch, Starbucks stores are
here to meet your creative (and caffeine) needs. #WhiteCupContest is a direct fit for this
creative and refreshing image. This clever idea of combining all these innovative ideas has
enhanced and strengthened the Starbucks brand. The best part of this campaign is that
Starbucks' sole job in the contest is to track submissions, while the customer is the marketer.

– 1/2 inch horizontal space must remain clear on top and bottom

– Cup design will only be printed in four colours, one of which must be the logo colour 3425
Pantone.
– Manipulation to the Siren logo is not allowed.

– No gradients, glitter, metallics or translucent paints can be printed.

Or keep up-to-date on submissions and check the hashtag #WhiteCupContest.

III. EVALUATION
● Strength:
- Interact with customers even when they are not shopping: By encouraging audiences
to express their creativity and individuality, Starbucks has created a conversation
around their brand and collected thousands of brand images through social networks.
At the same time, this creative approach also makes their customers feel that they are
really valued.
- Arousing creativity with customers' own personalities: Starbucks has gradually
brought the brand closer to consumers, and created a strong interaction space between
the two parties. Especially, through the campaign, customers also feel that their
opinions are heard, understood, and valued.

● Weakness:
- The campaign was not heavily promoted: Starbucks only collected about 1000 photos
from participating social media accounts and each account only had about 100
followers, which means there are 100,000 people watching Starbucks cups, these are
the people who, without this contest, would never have noticed.

- The conditions for entering the contest are not publicly announced: although the
entries are not required to be purchased from Starbucks (customers can paint on any
white cup, this condition is not publicly disclosed). So by default attendees have to
 draw on a Starbucks cup to be eligible. This may increase Starbucks sales somewhat,
but it will also lead to thinking about whether to spend some of it. money to buy a
drink to get the white cup to enter the contest.

IV. CONCLUSION
One of the most famous UGC campaigns is the Starbucks White Cup contest. In it, Starbucks
customers are encouraged to be creative to decorate a white cup with the company's logo,
take a photo and share it on social media with the hashtag #WhiteCupContest. The winning
designs will be produced in limited edition by Starbucks. By encouraging audiences to
express their creativity and individuality, Starbucks created a conversation around their brand
and collected thousands of photos of the brand through social media. At the same time, this
creative approach also makes their customers feel that they are really valued.

V. REFERENCES

● Tận dụng nội dung do người sáng tạo để tăng trưởng:

https://subiz.com.vn/blog/tan-dung-noi-dung-do-nguoi-dung-sang-tao-de-
tang-truong.html
● Nội dung do người dùng sáng tạo:
https://subiz.com.vn/blog/noi-dung-do-nguoi-dung-sang-tao.html
● Starbucks White Cup Contest:
https://www.creativelive.com/blog/starbucks-white-cup-contest/
● Tourism Queensland Best Job In The World:
https://storybox.io/blog/2017/7/25/tourism-queensland-best-job-in-the-
world-z3csp