MERCADEO Versión en español
Starbucks red cups triggers a social networks Christmas frenzy
Manuela Walfenzao| 3 de noviembre de 2015
El hashtag #RedCup obtuvo 330 mil publicaciones en un día en Instagram
At the beginning of this week, Starbucks released its iconic line of red cups for the Christmas season. This new design is simple and minimalist, and its meant to spark a bright and exciting seasonal feeling, according to a companys statement. Within the past day there has been more than 40,000 tweets using the official hashtag #RedCups, with the sentiment being 92% positive. The company purchased a promoted hashtag and also invested in a sponsored Twitter Moment titled Red cups return showing off the cups and a customized emoji for the hashtag. Most of the tweets were from people excited about the new cups. On Instagram, the hashtag #RedCup tallied more 330,000 posts in one day, mostly pictures of people posing with the cups. Year-after-year Starbucks red cups ignite the same excitement. The companys VP of Design, Jeffrey Fields explained that the reason is that the color red is one of the central colors of Christmas and also eye-catching and communicates excitement and passion. “On color, we have always utilized this Starbucks red. We love being able to energize our packaging, so we try to target a specific red to be poppy and bright and happy” he said. Ken Madden, SVP of shopping marketing agency Shoptology, said the cups represent “the arrival of great times with friends and family. It also represents all your holiday shopping rituals as it has become a standard mall stroll accessory.”
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