So you’re a 22-year-old male who’s on his first real job and you’ve been out all night hooking up with strippers and doing body shots off the resident cougar. Aside from the disturbing visuals, you have to be to work at your white collar job at 6:30 am. What do you do? You have two options right? You can stroll into work looking like a neanderthal, or drink an “extreme energy drink” (use echo voice if you like) and look like you’ve just done an eight ball of coke. How professional are you going to look strolling into your boss’ office drinking one of those things? Enter Starbucks DoubleShot Energy + Coffee. Just the Starbucks logo alone raises the level of your professional look, even though your head may be pounding from too many Jager Bombs. Of course, maybe you’re just a really ambitious worker that pulled an all-nighter and want to keep your energy high and your concentration sharp as a tack? So what’s so special about this product? It used to come in a really tiny can, but now they increased the quantity and put it in a Cosco size can like the competitors injected it with gensing, guarana, B-12 and natural proteins. My first thought was that scene in Alien when that alien larva busted through that guys sternum. But after trying several of them they felt more like happy juice, tasted good and lasted a long time as opposed to the narcoleptic roller coaster ride other drinks give you. We were more productive and didn’t have the shakes or anything. I think that’s where the proteins come into play. After all of that we decided that this was positive energy, and you wouldn’t lose your professional dignity to drink it with the Starbucks name branded on the front of the can. You could proudly display it in the office environment with no one thinking twice about it. The interactive solution was to come up with experiences that complemented the product (serious on the outside, and all party on the inside.) The Strategy: Energy with Dignity

Some interactive solutions include:

• The landing page
• A homepage made to look like a legitimate news site, but filled with complete bull-s#*t copy, kind of like the Onion.
• A Rollover faux ad unit that plays online videos. It actually ran as an ad unit as well which was good for cost and time efficiencies.
• Online videos that played in the ad units. (more on the way)
• Faux game that looks like a calendar application merged with a Tetris style game crossed with Bejeweled. Play it and you’ll see.
• Two close ups of other features: a boss cam to watch your back while you are supposedly checking your calendar for the day, and a shot of the game loading after the faux ad unit has been clicked

The site is live. energypluscoffee.com

More updates will be coming, but I need to show professional courtesy and wait till those elements are both live and approved by the client. Stay tuned.