From 2 p.m. to close, couples and duos in the U.S. were able to indulge in special menu pairings, such as a grande raspberry mocha and a heart-shaped cookie, as well as fun props and photo ops while a romantic playlist played overhead.
Starbucks lovers attending the World’s Largest Starbucks Date on Feb 13, 2015
Love ♥ & Starbucks ☕️
For Starbucks, this marketing campaign wasn’t just about Valentine’s Day, it was also about highlighting and capitalizing on the fact that, according to a recent survey conducted by the online dating powerhouse, Match, 1 in 3 singles prefer to meet for coffee during a first date.
Not only that, but in the past few months, hundreds of thousands of Match members have added a Starbucks badge to their dating profile to show their love for the brand.
A Tumblr of Love
Starbucks fans, however, have been showing their love for the brand online for decades, and in marketing the World’s Largest Date campaign, Team Starbucks recently returned the favor on Tumblr by curating and posting existing fan photos from the Tumblr-verse that combined love, romance and Starbucks in an artful way:
The fan photos blended perfectly with those created by Starbucks, so much so that you wouldn’t know the difference until you spotted a “Source” link beneath the photo.
Not only was this UGC (user-generated content) a huge time- and budget-saver for Team Starbucks, but it was also a great way to recognize their fans and to demonstrate, in a small yet noticeable way, that they share the love as well.