Great Job Starbucks!
Starbucks is one brand who taps into social media conversations in order to learn more about what's hot out there (pop culture) and then creating something fun around it!
Unicorns are all the rave right now and by listening to social media conversations, they capitalized on it in a big way! Creating the drink, then marketing it for "only a short amount of time" drove demand and huge social media buzz.
However, they did make one mistake- they were not listening to what their Baristas were saying online about the drink.
Seems the drink was quite the production to make! With several different add ins, it drove employees crazy.
Starbucks did quite well overall with this crazy drink and drove customer engagement in social media in a huge way- so much so that their next new drink will be called Midnight Mint Mocha Frappuccino.
"Just stay tuned because we have a lot more coming," Howard Schulz, the company's former chief executive, said last week. He created the unicorn drink for driving "significant traffic, awareness (and) brand affinity" to the chain, which is recent quarters has struggled with disappointing sales.