Studies

Site Reveal: Starbucks "Tumbler Day"

OBJECTIVE

• Raise awareness of Starbucks "Tumbler Day," where visitors can claim a free coffee by bringing a reusable coffee tumbler in-store

STRATEGY

• Hearst Digital Media created a high-impact homepage site reveal unit to disseminate the Tumbler Day message across eco-oriented Hearst sites

SOLUTION

• During the five days leading up to Earth Day 2011, The Daily Green and Good Housekeeping sites greeted visitors with a "Tumbler Tree" animation—tree branches reached across each site's homepage, with Starbucks-branded tumblers as the tree's "fruit"
• A tumbler then fell from the tree and expanded to reveal the Tumbler Day messaging before the limbs pulled back to reveal the homepage content

Experience

• The site reveal unit garnered an unprecedented click-through rate over the course of the five day flight!