Did you ever want to learn how to make a movie? Do you own a smart phone with a video camera? Well, you guessed it. Starbucks has partnered with Netflix to help you do just that. Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated, “Starbucks the global leader in Coffee is schooling other food retailers on just how interactive participatory marketing should be done.” That will drive new electricity into each brand.
Netflix has partnered up with Starbucks for the club. So, they are launching a monthly social content series titled “But Have You Read the Book?” hosted by “Orange Is the New Black” star Uzo Aduba.
This is so good, get this filmed in various Starbucks locations around the U.S., each episode will share an inside look at how a book is brought from page to screen. Cast, creators and authors will engage in conversations about both the book and adaptation — what drew them in, how they relate and its messages.
That’s right integrated interactive participatory branded consumer marketing. Simply outstanding. The press release shared a few titles, “From ‘Bridgerton‘, ‘To All the Boys’ and ‘Sweet Magnolias’ to ‘Queen’s Gambit’, ‘Unorthodox’, ‘Virgin River’ and of course ‘Orange Is the New Black’,
Netflix CMO Bozoma Saint John, stated, Netflix loves bringing books to life on screen and creating conversation with passionate readers and fans,” …“We’re thrilled to partner with Starbucks and excited that the incredible Uzo Aduba will be our host to discuss favorite books and what goes into the writing, developing, casting and creating of our beloved series and films.”
Here is what you have to do to sign up for the Netflix Book Club, simply visit their website each month to learn about the current selection and read the book before the adaptation is released on Netflix. You will then find behind-the-scenes content and discussion guides so you can dive deeper, followed by an episode of “But Have You Read the Book?”, which will be on the Still Watching Netflix YouTube Channel and the Netflix US Facebook page.
The first pick for the new book club is “Passing,” a Harlem Renaissance-era novel by Nella Larsen. The book, which was published in 1929, can be read online for free through Google Books. The film adaptation of “Passing” will hit Netflix on Nov. 10, with the first episode of “But Have You Read the Book?” airing on Nov. 16.
You can also purchase the ebook for $4.99 on Kindle or as a mass paperback for $5.99 on Amazon.
How are you going to drive new electricity into you brand? According to Johnson, “Brand relevance is in part driven with innovation in new food and related products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.
Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”. Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Our Grocerant Guru® can help your company edify your brand with relevance. Call 253-759-7869 for more information.
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