'Meet me at Starbucks', which aims to showcase "authentic, unscripted moments" shared by real customers in Starbucks stores, kicked off earlier this month on its YouTube channel. This featured a ‘conversation series’ showing text conversations on screen in tandem with a voiceover reading the texts to show how face to face conversations can be more "meaningful".
As part of the campaign, a global TV ad kicks off today across broadcast networks including morning and evening TV and cable networks. On Wednesday, there will be a 'YouTube 'takeover' showcasing a mini documentary featuring footage shot over a 24-hour period at Starbucks stores.
Featuring 50 stores, 39 filmmakers and 220 hours of footage, Starbucks said the campaign aims to show the "beautiful moments of connection between our customers around the world".
On Instagram, Starbucks will launch a photo series called #HowWeMet, which aims to encourage people to share stories of getting together at Starbucks. The stories will be amplified across social media channels including Twitter and Tumblr.
"Nothing compares to the happiness we feel when we’re actually together," Starbucks said.
"Humans have always been social, and our cultures and communities have always needed and developed places and spaces to gather. But in this modern, digital world, that human connection we crave can be hard to come by.
"We took a look at what was already happening in our stores, and captured the universal moments of connection our customers were sharing."
Starbucks said it filmed in New York, Rio de Janeiro, Bogota, Singapore, Beijing, Mumbai, Toronto, Paris, Berlin and Istanbul where it witnessed "big life moments and every day moments" including birthday celebrations, business meetings, people meeting for the first time or reuniting and the "fresh and exciting beauty of new love".