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Assignment:
Starbucks is one of the most iconic and recognised brands in the world. It has positioned itself as 'the new third place': it's not home (first place), nor work (second place); it's somewhere in between - a public hangout. Other third places have existed in cultural history: Roman forums, English pubs, Italian piazza's, German Biergartens, tea houses in Japan, etc.
Starbucks India has decided to launch a community-driven campaign that will focus on customers who are at the delight or advocacy stage. Consider yourself as the marketing head of Starbucks India, and develop one campaign idea that will help the brand to develop user-generated content on social media.
Instructions:
The campaign is specifically for Indian customers of Starbucks.
The campaign should be completely organic, with user-generated content.
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