Savvy Marketing in
Stars Hollow
In
celebration of the 16th anniversary of the Gilmore Girls series and
the upcoming release of the Netflix four-part extension, Gilmore Girls: A Day
in the Life, Netflix took to some unique marketing techniques to immerse fans
into the world of Lorelai and Rory Gilmore. On October 5th,
participating coffee shops around the country were transformed into the famous
Luke’s Diner from the Gilmore Girls series; the place where the mother and
daughter pair where often found chatting and drinking one of the 503 cups of
coffee they consumed over the course of the 7 seasons.
Each of these newly transformed
stores included décor from the show including Luke’s sign, the apron and
backwards cap that he wore, and Luke’s coffee cups that included Gilmore Girls
quotes on the back. Free coffee was given to anyone who entered the store,
whether they were fans or just unsuspecting customers. With every cup handed
out, Netflix hoped that the experience of being ‘inside’ the TV show would
raise awareness of the new series extension and draw in new fans. The company
stated that “giveaways are all but guarantees to boost sales”. Pairing this
technique with a unique, hands-on customer experience, Luke’s Diner received
much anticipated publicity, and may make other companies reconsider the way
they market in the future.
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