Abstract

This research elaborates on the question whether and how Starbucks can use the Unicorn trend in order to get more publicity.  Due to the increasing online popularity of the Unicorn on social media platforms such as Twitter, Facebook and Instagram. After the launch of the Starbucks Unicorn Frappuccino these social media platforms slightly exploded, in the USA people were only publishing about the Unicorn Frappuccino for the time being that it was available. After conducting the literature research and online research on Google Trends, it became clear to us that the influence of this one drink was bigger than we had imagined in the beginning of our research.

In order to collect the data needed to get a clear image on how big the influence of the Unicorn trend is/was we have used the data from three platforms to gather our quantitative research. Namely Facebook, Twitter and Instagram, the data gather from these platforms than has been analysed by using Netlytic.org, an online data-scraping tool, and visualised with Gephi. The results that are gathered in this part of the research underline the current situation of the Unicorn trend and effects of the Unicorn Frappuccino produced by Starbucks.

Besides the quantitative data we also have gathered qualitative data. The analysis of negative, positive and neutral opinions posted on different social media platforms, Reddit, YouTube and Facebook, in order to separate different responses and attitudes towards the Unicorn trend and the Unicorn Frappuccino we have used Atlas.ti and analysed the outcome. With majority of 70% of the comments being positive, of which 30% has been coded as “Excited”, the absurd nature of a Unicorn Frappuccino has neglected a great deal of positive and negative humour at the product. Yet it is this absurdity that has also created free publicity as well as a demand for the product.

The research allowed us to get a clear image on the Unicorn trend and the influence of the Starbuck Unicorn Frappuccino and showed that the free publicity that Starbucks gained from the Unicorn Frappuccino raised the demand for even more “absurd” food trends. They are now even working on the next trend, and who knows it might just be about Mermaids.

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