Starbucks: Using the coolest names in music to build buzz for the coolest name in coffee

What better way to build buzz for your products than to invite some of the coolest names in music to perform in your honor at one of the best venues on the planet? That’s just what GFM Buzz, the experiential marketing practice at GroundFloor Media, did to help Starbucks demonstrate its deeply rooted commitment to the Denver community and the environment. GFM Buzz helped to create and promote the first-ever Carved in Stone Concert and Coffee Festival at the historic Red Rocks Amphitheatre, working with Starbucks Entertainment and AEG Live to book Lucinda Williams, Ryan Adams and several others for performances at the event. The event was named after the popular Carved in Stone CDs, which provided an annual compilation of songs recorded live at Red Rocks concerts during the previous year. To help promote the CD and the event, Starbucks successfully sold the CDs in-store leading up to the concert.

We pulled out all of the stops to collaborate with multiple concert promoters, radio stations and other Denver-area media outlets to promote the one-night event. More than 6,600 fans attended the concert, where the GFM Buzz team oversaw the distribution of more than 15,000 samples of coffee, iced coffee, tea and Frappuccino® beverages, and more than 3,000 Starbucks pastry samples to event attendees. In addition, funds raised from ticket and CD sales were donated to purchase a fuel cell for Red Rocks to further their commitment to sustainability. GFM was honored to receive a 2008 PRSA Colorado Silver Pick Award for our work on this project.