Valentine’s Day: Share the Love for Ads

Sarah
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When you think of Valentine’s Day advertising, do any digitally savvy content marketing projects leap to mind?  Here are two examples that we think are especially clever:

1. Starbucks and Match.com create ‘World’s Largest #StarbucksDate’

This Valentine’s Day, Starbucks is teaming with Match.com to get true love brewing across the United States.

The two brands make a nice couple! Match reports that over 3 million users of the online dating service name “coffee and conversation” as an interest.  Match’s app users can now access a “Meet at Starbucks” feature that allows members to connect with potential soulmates and initiate the first coffee date.

The romance doesn’t stop there — on Friday, Feb. 13,  Starbucks and Match will host the World’s Largest #StarbucksDate. Couples are invited to head to their nearest Starbucks, order from a special $5 menu of coffee and treat pairings, enjoy romantic music and utilize “photo props to document and share your #StarbucksDate.”

This is the latest in a series of innovative mobile moves by Starbucks. AdWeek notes that the coffee giant — whose CEO was on the cover of TIME Magazine this week — “already has a mobile payment app that brings in about 15 percent of the company’s U.S. revenue (and) was one of the first brands to strike a deal with Uber, allowing customers to order car service from the Starbucks app.”

“There’s no better time to celebrate meaningful moments of connection, and encourage new ones, than during Valentine’s Day,” Sharon Rothstein, Starbucks global chief marketing officer, was quoted as saying in the #StarbucksDate press release. Indeed, Sharon.

2. Coca-Cola’s Digital Vending Machine

Another interactive promotional campaign tied to Valentine’s Day that caught our eye was Coca-Cola’s 2014 virtual vending machine.

The virtual machine was installed to only appear when couples would walk past it, leaving singles left alone to stare at an empty brick wall.

The vending machine enticed couples to stay long enough to interact with the machine, which would ask the couple their names, then create customized Coke cans.

This clever concept garnered tons of earned media around the globe, and sparked the fully-engaged snark of Ad Week writer Gabrielle Beltrone.

“(R)efusing to even show the new machine to solo passersby is really just an extra twist of the knife,” Beltrone wrote, tongue firmly in cheek (?). “ Seriously, just look at the poor chump staring at the blank wall, at the end (of the video). No soda for you, lonely boy.”

What are your thoughts? Tweet us at @QuinlanCompany

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