How a Misplaced Coffee Cup in Game of Thrones Elevated Starbucks' Publicity
Beyond the intrigue and battle strategies of Game of Thrones, a recent uncensored shot featuring a Starbucks coffee cup managed to create a significant buzz. But how does this happen, and what product placement strategy can we glean from this incident?
The Unintended Exposure
Earlier, in one of the latest episodes, a Starbucks coffee cup appeared without permission. The exposure alone wasn't substantiated for advertising purposes, leading to questions such as, 'Dont people watching Game of Thrones already know about Starbucks?'
A Closer Look at the Cup
Even more intriguingly, there's a prevalent misconception that the cup portrayed was a Starbucks one. However, it turned out to be a peculiar aspect of the episode where the coffee cup shown was actually a generic disposable one.
Publicity vs. Sales
The difference between publicity and sales is crucial. The appearance of the cup in the show certainly raised awareness, but it didn't directly lead to a surge in sales. A key objective of product placements in television and movies is to remind people who are already familiar with the product.
The episode's huge viewership stands at 15 million per episode, which makes it the most expensive TV show ever produced. The presence of the brand in an episode comes with its own set of challenges. For instance, it isn't possible to place a real-life sign in the fantasy universe of the show.
The Ripple Effect of a Blunder
Despite the slip-up, the incident has brought significant attention to Starbucks. When millions of people online started tweeting "Starbucks" alongside “Game of Thrones,” Google recognized the trend. Google’s algorithm, driven by user behavior, determined that the topic was trending. Google then pointed users toward content that matched their search queries, leading to more clicks on media websites and blogs.
From there, the media capitalized on the attention by writing articles and news stories on the incident, driving even further exposure. The cumulative effect of this process undoubtedly increased the visibility of the Starbucks brand.
Branding in a Digital Age
In the era of digital marketing, achieving the level of publicity that Starbucks experienced is no small feat. According to market analysts, replicating the publicity effect would cost a staggering USD 2.3 billion. This highlights the value of such surprises in the media landscape.
However, the spike in publicity alone isn't enough to translate into substantial sales. Continued marketing efforts and leveraging the momentum are essential to translate awareness into actual sales. For Starbucks to benefit fully, it must capitalize on this attention by encouraging consumers to visit its stores or use its services more often.
While the publicity might not have directly led to a sales boom, the brand has certainly succeeded in reinforcing its presence and awareness among a broader audience. This highlights the importance of staying alert and responsive to unexpected media opportunities.