The latest from The Media Merchants is this interactive experience for Starbucks.
Located in the storefronts of two Starbucks, one in Vancouver and one in Toronto, the user guides a creature of their choosing (hummingbird, dragonfly or butterfly) on an adventure to find all the ingredients unique to each of the three Tazo teas currently being promoted by Starbucks.
The Starbucks Interactive Storefronts have become an intricate part of Starbucks’ recent Tazo Tea campaign. Once the concept was developed internally, it was up to The Media Merchants to manage and execute the innovative initiative in order to follow a specific campaign strategy.
“The Media Merchants managed all facets of the campaign,” says Jordie Morrow, National Account Executive, The Media Merchants. “It was a matter of balancing the overall scope from MediaCom’s concept, Blast Radius’ creative brilliance, and ensuring we developed the interactive portion perfectly.”
This installation is different from other interactive storefronts The Media Merchants have worked on as they typically utilize empty retail locations. “A vacant venue allows us to build a massive projection screen, as large as the window will allow, while taking advantage of significant foot traffic,” says Morrow. “Starbucks, on the other hand, wanted to make the most out of their key locations in Vancouver and Toronto and these two interactive storefronts are uniquely positioned on two of Starbucks’ busiest locations.”
The interactive storefronts, placed in high traffic areas, have not only been attracting thousands of people on a daily basis but also a wide demographic due to the brightness and quality of the screens. “It is very difficult to pass by the screen and not notice the Tazo campaign,” adds Morrow.
The campaign will run until February 26, 2011 at 2510 Granville Street, Vancouver and 4 King West, Toronto.
Creative Agency: Blast Radius
Media Agency: MediaCom
Execution and Interactivity: The Media Merchants
Music and Video: Anthony Diehl