How An Unbranded Coffee Cup In GoT Earned Starbucks $3.3b In Free Advertising

How An Unbranded Coffee Cup In GoT Earned Starbucks $3.3b In Free Advertising
SHARE
THIS



Think product placement advertising is expensive? What if you could earn your business a cool $3.3 billion in free advertising thanks to a production error on a show that drew in 11.8 million viewers across the globe?

Starbucks Corporation earned itself an estimated $2.3 billion ($AU3.3b) in free advertising over the last few days thanks to a modern-day coffee cup which was spotted during the latest Game of Thrones episode. The truly absurd part? It wasn’t even a Starbucks cup.

Last Sunday night (US time), keen-eyed GoT fans were quick to notice an item that didn’t quite seem to belong amongst the other medieval props.

The rogue cup, which was at first identified as a Starbucks coffee cup, went viral, with photos and videos of the slip-up emerging on social media just hours after the show aired.

Turns out, however, it was not a Starbucks branded cup. It was a basic craft services cup.

Hollywood Branded CEO Stacy Jones revealed the estimated value of all the hype surrounding the ordeal to be a cool $3.3 billion, citing the PR subscription service Critical Mention, which tallied 10,627 mentions of Starbucks and GoT online and on TV and radio across the globe.

Meanwhile, social media analytics and monitoring platform Talkwalker counted over 193K mentions of both Game of Thrones and Starbucks within 48 hours of the show airing, across Twitter, social forums, blogs and news websites.

While the unbranded coffee cup has now been edited out of the episode, the talk about the viral event continues to pervade social media.

Hill Impact CEO Dan Hill told CNBC: “It’s impossible to put a real figure on how much free advertising Starbucks gets out of the situation, but it’s in a totally different category than product placement because it was accidental, which makes it more valuable.”

He added that it’s “too hard to quantify” how much free advertising Starbucks will earn from the bungle, saying it’s simply a “gift that will keep on giving.”

The fact so many people associated the cup with Starbucks is certainly a testament to the global strength of the brand.

Before it was confirmed as a production error, many people questioned whether the placement was intentional or not, especially because the latest instalment of the series took a painstaking two years to film. However, unless HBO decided to change its tune, most people picked it as a rookie accident, mainly because HBO has always been an ad-free, premium subscription service.

Noah Mallin, head of experience, content and sponsorship at media agency Wavemaker said Starbucks’ luck was “lightning in a bottle” and that media or advertising companies would find it challenging trying to reproduce this type of energy organically.

Please login with linkedin to comment

Advertising Game of Thrones starbucks

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]