Here's Why Netflix's 'Gilmore Girls' Promotional Event Was a Huge Success
Whether or not you're a fan of "Gilmore Girls," you were probably well aware of the show last week. To celebrate the Netflix revival of the hit TV show, nearly 200 coffee shops across the country transformed into Luke's Diners. Most of us saw the lines, some of us even waited in them for an hour, but what's obvious is that the promotional event was a huge success.
News outlets across the country reported on the consistently long lines, which begs the question: What was so great about it? Well, look no further than the promotional products. For the event, Netflix supplied the coffee shops with Luke's Diner signage, a Luke cutout, the classic "no cell phones" sign and the quintessential branded coffee sleeves. If you got there early enough, you also received a coffee cup stamped with a "Gilmore Girls" coffee-related quote.
GUYS. I AM DRINKING COFFEE AND WHERE YOU LEAD IS PLAYING AND I FEEL LIKE I MIGHT CRY. #LukesDiner pic.twitter.com/YBzB4KfXj8
— Jess Going (@TheFabJessGoing) October 5, 2016
None of these elements were difficult to implement. In fact, the event, as a whole, could easily be replicated for other promotional campaigns. As someone who attended the event, I can tell you exactly why it worked so well.
1. It fostered a sense of community
For those of us that watched the show, we wanted to be a part of this once-in-a-lifetime opportunity. We dressed up in our flannel T-shirts and baseball caps to show our sense of appreciation for the show, and we could all bond over our love for coffee—a true homage to Lorelei Gilmore.
Some of our customers dressed just like Luke this morning! @netflix @GilmoreGirls #LukesDiner #HappyBirthdayGilmore pic.twitter.com/vzRwVbf3I9
— HubBub Coffee (@HubBubCoffee) October 5, 2016
2. It made the impossible possible
Along with the community aspect, there was also the unique opportunity to feel like a part of the "Gilmore Girls" universe—something that ordinarily cannot happen. The signage and Luke cut-out provided the opportunity for plenty of photo opportunities and shareable social media content.
3. It implemented the perfect promotional giveaways
Then there were the branded products. I've already got my Luke's Diner coffee sleeve hanging at my cubicle, and just looking at it gives me a sense of nostalgia. While a coffee sleeve and coffee cup might seem like a simple promotional giveaway, it's a natural collectible. With fans knowing they could only get them for one day, it caused a frenzy.
If you don't believe me, just check out some of these pictures:
If you're looking to take advantage of the "Gilmore Girls" frenzy, check out these promotional products. Your end-users will be feeling like they're in Stars Hollow in no time.
Hannah Abrams is the senior content editor for Promo Marketing. In her free time, she enjoys coming up with excuses to avoid exercise, visiting her hometown in Los Angeles and rallying for Leonardo DiCaprio to win his
first second Academy Award.