Starbucks launches Christmas #RedCups with socially charged light installation and emoji

Starbucks has unveiled its Christmas campaign featuring a four-metre tall Red Cup installation that lights up when activated by tweets.

Starbucks: Christmas campaign includes a branded hash-flag of a red cup
Starbucks: Christmas campaign includes a branded hash-flag of a red cup

The giant Red Cup installation - that smells like a gingerbread latte - will be at Kings Cross station from Tuesday 3 November until Friday (6 November) and will gradually light up as consumers tweet #RedCups.

Tweets with the hashtag will feature across digital display boards throughout Kings Cross and Starbucks will also dish out gift cards.

The campaign introduces its seasonal drinks range (which come in red cups) including Gingerbread Latte, Toffee Nut Latte, Eggnog Latte and Honey and Almond Hot Chocolate. 

The brand, in partnership with Twitter, has also created a Red Cup hash-flag which appears whenever #RedCups is tweeted.

"We wanted to declare the red cups season officially open with an inclusive campaign showcasing the great organic community #RedCups creates online," said Steve Flanagan, UK marketing director.

Brand: Starbucks

Agency: Manning Gottlieb OMD

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