Starbucks Austria relies on Fake Out of Home
A giant Pumpkin Spice Latte floating above St. Stephen's Cathedral? It doesn't actually exist, but with "Fake Out of Home"—that is, a digital projection—it's possible. Starbucks and Dreifive were able to triple their organic engagement rate this way.
The start of fall also marks the arrival of Pumpkin Spice Season - a time of year that enjoys cult status at Starbucks across the generations. But how do you stand out from the crowd during this special season? Dreifive and Starbucks joined forces to stage the start of the season: a giant Pumpkin Spice Latte landed right in the heart of Vienna. An impressive appearance that attracted attention and caused a stir in the social media world.
Deceptively real 3D installations
This was achieved with a FOOHM campaign, or Fake Out of Home Media. This involves deceptively real 3D installations that look like real objects but are digital productions that are projected into public spaces. This creates viral effects, particularly in urban environments. Digital natives love the unexpected, the unusual and the shareable. With FOOHM, brands reach their target group exactly where they are - in the city, on social media, in real life. It is a form of advertising that is visually strong, emotionally gripping and, above all, interactive.
According to Starbucks, the Starbucks campaign has tripled the organic engagement rate. ", said Thomas Egger (Senior Marketing Manager Starbucks Austria and Switzerland).
Responsible at Starbucks: Kerstin Goutier (Senior Marketing Manager), Thomas Egger (Marketing Manager). Responsible at DreifiveJana Kempe (Teamlead Social Media), Irina Schocher (Social Media Consultant) Anja Stadlbauer (Junior Social Media Consultant), Isabell Steiner (Director Creation & Production), Simon Böhm (Lead Digital Arts Designer), Sandro Kohler (Senior Digital Arts Designer), Deborah Pfleger (Head of Social Media).
