STARBUCKS CINEMA

BRIEF

The leaders of the iconic Pumpkin Spice Latte challenged us to create an experience that would make consumers see the Starbucks® Autumn range as the original cultural icon and ultimate seasonal moment. The aim of the campaign was to celebrate the iconic PSL in new, modern ways by showcasing innovative iced options while unlocking the growth of non-caffeine tea beverages, to appeal to wider audiences.

EXPERIENCE

For three unforgettable days, our Starbucks pop-up outdoor cinema celebrated the beloved season of pumpkin spice, by showcasing cult classics in the iconic Covent Garden Piazza - with nine highly anticipated screenings.

Beyond the screenings, visitors could capture Instagram-worthy moments at the shimmer photo wall and collect their complimentary Pumpkin Cream Iced Chai Latte at the collection kiosk, before they settled in with a bag of complimentary pumpkin spice popcorn to enjoy the main event.

Reward members and new sign-ups were treated to exclusive perks, including goody bags filled with branded PSL cups and Starbucks At Home coffee pods, perfectly capturing the seasonal spirit.

REACTION

Across the event’s duration we welcomed over 900 cinema-goers, eager to watch the film screenings with 56% of all visitors registering to become new Rewards members to unlock the Starbucks benefits and receive their PSL exclusive goody bag.

This activation not only highlighted the pumpkin spice season but successfully drove sign-ups and amplified Starbucks’ presence in a high-traffic location, creating a memorable and effective brand experience.