In the age of everything digital, sometimes a tangible real life experience is the way to connect with consumers.
There has already been a lot of hype around the Gilmore Girls reboot (coming to Netflix in November) but they seem to be doing as much promotion as they can anyway.
In their latest promotion, they are using local coffee shops in the US to bring free coffee to lovers of the show. The way they are using independent places (to reflect the show) rather than chains (which would have been easier to organise) is a true testament to this experiential work.
I really liked this step away from the screen to bring viewers something they can interact with in real time, and bring a little magic of Starshollow to the streets of NYC.
Check out the landing page here. Judging by the ‘under construction’ banner, there is also a lot more to come!