Each Holiday season, Starbucks replaces the usual white cups with red cups, which signals to customers that the magic of the Holiday season has begun. What better way to demonstrate the magic than by having the red Holiday cup attached to the rooftops of cars? With this tactic, we surprised people in a fun, lighthearted way and reminded them of the brand in an unimposing manner.

The goal of this tactic was to encourage smiles, which are sometimes hard to measure. But we do base the success on the massive press coverage that ensued on the likes of CNN, CBS and multiple local networks, newspapers and online channels - all without any PR seeding.