In this marketing example, the inscription on the bag of grain deserves special attention. The print is made with reverse printing, and the phrase "Fired Up" can be translated as "Bang-bang". Literally, "Fired Up!" means "lit up", but there are other interpretations, in particular - "a boost of energy". Although "bang-bang" can also be understood in this sense. The play on words is similar with the translation bang-bang. Where the composition of the product is written, another chic text is added: "For schemers, dreamers, agitators, innovators, improvers, example-setters, risk-takers and discoverers." A truly magnificent example of branding.
Coffee for the Mother of Dragons
Here, too, we are talking about gcash database coffee. How did it all happen? In one of the episodes of the film, fans noticed a paper cup for the drink in the frame (who knows, maybe it was there by accident) with the Starbucks logo, or at least with an emblem very similar to this sign. The creators of the cult film immediately announced that there was a gaffe. Like: well, yes, a cup flashed, but it was from a small cafe around the corner, and definitely has nothing to do with Starbucks. The editors corrected the scene, it was sent to the official HBO website. At the same time, a witty comment was added: “The appearance of a latte in that episode was a mistake. Daenerys ordered herbal tea.”
But honestly, isn't there something to think about? We're talking about Game of Thrones! It's one of the most expensive TV series ever made. The budget for just one part is about $15 million. A lot of people are involved, and no one sees a cup where it definitely shouldn't be? Even if they didn't notice it during filming, the material was then edited, literally watched frame by frame, as is done in films of this scale. And they still made a blooper?
Coffee for the Mother of Dragons
What other reasons are there to think that there was hidden advertising here? As soon as the shot with the cup flashed in the shows, a new coffee drink called "DragonDrink" immediately appeared on the Starbucks menu. No one hinted at the series, but everything is clear anyway. Maybe the company quickly responded and launched situational marketing? But this is usually accompanied by large-scale preparation, research, announcements, and here - nothing like that, a new product just suddenly appears. According to the Talkwalker service, which counts brand mentions in various sources, the phrases "Starbucks" and "Game of Thrones" were requested together 193 thousand times. And all this talk about the cup did not stop for a long time.
A bunch of memes appeared. Actors who starred in season 8 (Emilia Clarke, Kit Harington, Sophie Turner and others) also showed their attitude to the situation. New details emerged every day.
And Starbucks made $2.3 billion in profits along the way. If this was a planned action, then it is a truly brilliant example of marketing in business. And if everything that happened was the result of chance, then what professionalism the marketers demonstrated, not missing the opportune moment!