STARBUCKS

X
COACHELLA

15 April to 16 April 2022 Starbucks

On-site Event at Empire Polo Club X Coachella Music Festival

Designed by Lee SuJin

Table of Content

Background of Starbucks 3
Activation Goals 8
Event Details 9
Overall Brand Activations 13
Performers 23
Technology 26
Floor Plans 28
Staffing Needs 30
Sustainable Practices 32
Risk Management 33
Marketing Strategies 35
FOMO Strategies 40
Authenticity Factors 42
Budget Statement 44
Company Portfolio 46
Appendix 48
References 49

2
Starbucks Corporation is an international coffee and coffeehouse chain based in
Seattle, Washington, United States. Starbucks’ story begins with a single small
store near the historic Pike Place Market in Seattle, offering fresh-roasted coffee
beans, spices and tea around the globe for their customers (MBA Knowledge
Base, 2018). It was founded by Jerry Baldwin, Zev Siegl and Gordon Bowker on
March 30, 1971 (MBA Knowledge Base, 2018). In everything Starbucks does,
they are always dedicated to their mission, which is “to inspire and nurture the
human spirit - one person, one cup and one neighborhood at a time” (Gregory,
2019). Besides, Starbucks’ vision is “to establish Starbucks as the premier
purveyor of the finest coffee in the world while maintaining our uncompromising
principles while growing” (Gregory, 2019). Today, Starbucks connects with
millions of consumers everyday with their exceptional products, such as premium
quality coffee, smoothies, cookies, tea, muffins, pastries, doughnuts, fresh fruit
juice, frappuccino beverages, snacks and much more.

Background 3
Market
Today, there are more than 30 thousand Starbucks retail stores in 83
markets. The stores are mainly located in 3 main markets, the
Americas, which include Canada, Latin America, and United States,
China and Asia Pacific (CAP), as well as Middle East and Africa
(EMEA) (Lapitsky, 2021). The statistics from Knoema website shows
that 51% of the Starbucks stores are located in the Americas, while the
greatest number of Starbucks are located in California compared with
any other states (Lapitsky, 2021).

Distribution of Starbucks stores by segment (Lapitsky, 2021) 4

Brand Value

Brand value of Starbucks worldwide from 2010 to

2021 (in US Dollars) (Statista, 2021)

Starbucks is the largest coffeehouse chain in the world.

In 2021, Starbucks has retained as the world’s most
valuable restaurant brand for the 5th consecutive year
and its brand value was estimated to be approximately
USD13.01 billion. (Statista, 2021).

Value Proposition
Starbucks is the largest coffeehouse chain in the world. In
2021, Starbucks has retained as the world’s most valuable
restaurant brand for the 5th consecutive year and its brand
value was estimated to be approximately USD13.01 billion.
(Statista, 2021).
5
 WHY STARBUCKS?

Recyclable packaging printed with their iconic circular shape

Well defined brand
green mermaid-like logo mark, along with the placement of their
identity brand name, Starbucks, brings out the brand recognition to the
public.

Starbucks is the largest coffeehouse chain in the world, with over

The largest 30000 stores around the globe. Starbucks was also the second
coffeehouse chain in leading coffee brand in the United States, with a market share of
the world approximately 12 percent in 2020 (Statista, 2022). With this, our
company believes that Starbucks is the good choice for us to
bring into Coachella.

Starbucks is popular among the millennials, particularly the

Popular among the consumers that are younger adults. This is directly linked to
youths and Coachella, which the target audience of Coachella is millennials
millennials and the majority of the Starbucks-goers are between 18 to 34
years old.

6
Target Market
Coachella music festival is an all-ages festival. Nielsen’s data
indicates that around 46% of the Coachella-goers are within the 18 to
34 age range (Faughnder, 2015). Thus, during the brand activation
event in Coachella, Starbucks will mainly target the millennials that are
within the 26 to 41 age group who have stronger spending power
(HansonDodge, n.d.). Besides, 46% of the Gen Z who are between
the 18 to 24 age group have increased their coffee consumption since
2021 (Garwood, 2021). Thus, Starbucks will also target Generation Z.

46% within
18 to 34!
7
 ACTIVATION GOAL

Drive Consumers' Action

By holding a brand activation event in
the Coachella music festival, it allows
the consumers to have a more in-depth
understanding about Starbucks and gain
awareness of Starbucks products by
connecting and interacting with the
potential clients via some engaging on-
site activations. Starbucks may also
deliver its unique value propositions,
such as premium quality coffee to the
consumers via brand activation event in
order to convince the consumers to
choose and purchase their products. The
attendees may start getting interested
and are willing to purchase Starbucks’
products after the event.

Increase awareness in new market

According to the datas stated in YouGov
America, coffee consumption of Gen Z
members is significantly less likely than older
generations (Fernandes, 2021). In fact, 63%
of Gen Z members do not drink coffee at all
in the United States. However, 46% of the
Gen Z members start increasing their coffee
consumption since 2021 and 2020 Packaged
GENERATE
Facts report supports that 18 to 24 age group
consumers prefer high quality coffee, and
500K LEADS IN
they are more than twice as likely to
consume premium coffee than coffee
QUARTER 4
drinkers over 60 (Grant, 2021). The current
target age of Starbucks is 22 to 60, so it is
important for Starbucks to deliver its
premium coffee values to the Generation Z in
brand activation event in Coachella, with Gen
Z is now growing steadily and they also have
high spending power. 8
 EVENT DETAIL
Starbucks brand activation event in Coachella 2022 is having the theme
of “Hype up the spring”. Springtime is one of the most beautiful times of
year in California, and is typically between March to early May. Thus,
since Coachella 2022 is in April, we are taking this opportunity to hype up
the spring vibes with Starbucks and Coachella music festival 2022. This
concept is also inspired by the ambiance of Coachella and Starbucks
core products, coffee which will make people feel more energetic, hyped
up and active.
The brand activation event will be organized from 15 April to 16 April
2022, which will be on-going for 2 days. The event will be an on-site
event at Empire Polo Club, and will be held in line with the Coachella
music festival 2022. The special edition Starbucks Spring series which
include seasonal Starbucks Cherry Blossom series, a brand new
Starbucks Spring Drink 2022, and lemon cake pop will be mainly focused
on this brand activation event.
A series of exciting engagement activations and interactive games will
be held during this experiential brand activation event in order to let the
customers engage physically with Starbucks and its products by creating
a tangible, unique and interactive experience (Clock, n.d.). We have also
invited some local talents, which include Will Gittens, Kali and Casey MQ
to perform live music during the event. Besides, we have also invited our
Starbucks coffee masters, Juad and Lulu, as well as a famous Instagram
influencer, Will Taylor as our influencers. The reason Will Taylor has
chosen as the influencer of this event is that he partnered with Starbucks
before during the release of Starbucks Sunrise Blend, and since he has
certain recognition, therefore he is a good choice to become one of the
influencers.

9
Starubucks Truck
During the brand activation
event, the attendees could
order their Starbucks
beverages or desserts at
the Starbucks truck. Each
attendees could get a free
Starbucks drink for the first
cup, and the size of the
drinks will be Tall, which is Speical Edition Starbucks
12 oz or 350ml.

Spring Series

Since the event concept is about

Springtime in California, the
menu will mainly focus on the
special edition Starbucks Spring
series.
Iced Toasted Vanilla Oatmilk
Shaken Espresso
Spring is just around the corner
and Starbucks is definitely
bringing in fresh flavor! Starbucks
has launched a brand new spring
drink in 2022, which is the Iced
Toasted Vanilla Oatmilk Shaken
Espresso.
10
Seasonal Starbucks Cherry Blossom Series
DThe seasonal Starbucks
cherry blossom series, which
include Sakura Full Milk
Latte and Sakura Full
Frappuccino will be released
during the event. Both drinks
use cherry blossom and
strawberries as their base
flavor, cozy and warm
ingredients that call to spring
(Food, 2019). Lemon Cake Pop
Lemon Cake Pop is returning
and sweetening up the spring !
The lemon-flavored cake is
dipped in a yellow chocolatey
coating and topped with sweet-
and-sour topping, bringing a bit
of zest and refreshment to a
day (Starbucks, n.d.).

During the event, a signboard of the special edition Starbucks

Spring series will also be placed in front of the Starbucks truck to
get attendees’ attention.
11
12
 Overall Brand
Activations

Let's Get Starbucks x Coachella 'Feed Us' Donation

Pop up Store
Personal Machine

Starbucks Dance Party Friendship Vending

Night
Interactive Game
Machine

Magic Mirror Photo Booth Home-concept

Lounge Seating Area

13

Let's Get
Personal
How to experience cup customization with Starbucks ?
1 Download Starbucks
app
The new users of Starbucks
app need to download the
app and sign up as a
member.
2 Key in your membership
Key in yourIDmembership ID
on the machine to start
customizing your reusable
plastic cup.
3 Personalize your own
There are 2 types of options
you can choose for your eco-
friendly reusable cup, which is
hot cup or cold cup. After
choosing the types of reusable
cup, you may start
customizing by choosing your
favourite cliparts or font type
for any text. However, you
could only design on the front
site of the eco-friendly
reusable cup.
In this activation, the attendees could
create and design their own eco-friendly
reusable cup and it costs USD 3. The
size of the reusable cups will be 16oz,
which is 473ml. Starbucks will prepare a
total of 5000 eco-friendly reusable cups
per day for this activation.
4 Proceed to payment
After finishing designing, do
the payment using the credit
card. The price of a reusable
cup customizing will be USD 3.
Then, you may collect your
customized reusable cup after
5 minutes at the redemption
booth.
5 Gifts for friends
You could also gift the
customized reusable cup to your
bestie. At the redemption booth,
you could ask for a delivery
service to your friends by filling
in the personal details of your
friend. You will be charged for
the delivery fees, which is $11.
Your friend will receive your gift
6 days after the event. However,
the delivery areas are restricted,
and are open within California
only.
14
Details of Cup Customization
Design
In the machine, there are many different
categories of cliparts for the attendees to
select and design, such as “All together
more fun” category, emoji category,
coffee category, romance category,
inspirational category, music category,
letters category, and “thank you”
category. The design of the eco-friendly
reusable cup will be cliparts, Starbucks
logo and some words like “Starbucks x
Coachella 2022” for the attendees to
choose, or the attendees could customize
their own words, but is limited to a
maximum of 4 words.

15


Starbucks x Coachella Pop up Store

Starbucks x Coachella pop up store
will be out in the area. Starbucks
merchandise varies from tumblers,
mugs, premium roasted coffee
beans, reusable cups, tote bags,
poach and others will be offered in
the store.
The attendees could also get a
chance to spin the “Starbucks
Wheel of Fortune” with a
minimum purchase of USD100 in
the pop up store to win great
deals and prizes, such as 20% e-
voucher at next purchase, free 1
Starbucks drinks, limited edition
Line Friends Brown Bear Pens,
limited edition Starbucks
stainless steel spoons set or
others. Besides, the attendees
will receive additional 100 bonus
stars in Starbucks Rewards for
every purchase in the store if
they pay with Starbucks mobile
app or Starbucks Card.

HIGHLIGHT
Starbucks limited edition cherry blossom series and limited edition
Starbucks x Coachella series will also be offered in the pop up store.

16
 'Feed Us' Donation Machine

The attendees could donate to Feeding America, the

nation’s largest domestic hunger-relief organization by
using credit cards and will randomly get a Starbucks
canned or bottled drink in return. A credit card swipe
through the machine will automatically donate USD 5 to
Feeding America. 30% of the donations will be donated to
Feeding America.
How to Donate?
Use credit card to swipe through the
poster
Illustration of a slice of bread will cut off from
a loaf and it indicates the money donated
was providing a daily meal for a hunger in
America

Collect your Starbucks canned or bottled

drinks from the machine
17
 Starbucks Dance Party
Workout
Starbucks Dance Party Workout is a dance workout
session that will be conducted from 5pm to 6pm daily
during the activation event. Since the idea of the event
will be active and energetic, as the core products of
Starbucks is coffee, which could boost energy and make
people feel active, the dance session aims to release
attendees’ energy and form an interconnectivity with the
brand. Caleb Marshall, a professional dance workout
instructor will be invited to lead them during the session.

18
 Starbucks Using digital technology,
Starbucks Social Vending
Social enables the attendees to gift a
friend a Starbucks canned or
Vending bottled drink.

How It Works?

Select a Starbucks drinks that you want

to gift your friends

Fill in the personal details of your friends

and a personalized text message or
record a short video

Do payment using credit cards

A redeem code will sent to your friends

via SMS and the recipient could redeem
its gift through starbucks social vending

19
 Interactive Game
- Basketball Toss

This is the game where the players need to form a group

of two and each team will be given 4 basketballs. In the
event, there will be two basketball hoops, two teams will
each compete against each other and the team that has
tossed the most will win our prize, which is the
Starbucks keychain.

20
 Magic Mirror Booth
The magic mirror photo booth is the latest
photo booth concept. This glamorous magic
mirror enables the attendees to capture full
length photos using a touch screen reflective
screen (Photobooths, 2022). After the photos
have been taken, the attendees could sign
their photos with a message or with a name by
using a touch screen, mirror booth paint
brush, or customizing their photos with adding
a variety of stamps, such as cute emojis. The
photos can be printed out in less than 10
seconds using the enclosed Mitsubishi Dye
Sub printer (Photobooths, 2022).

Take the photo with the magic mirror

photo booth

Share the photo on any social

media platform with hashtag
#StarbucksxCoachella2022

Get the photos for free !

21
 Home-concept Lounge
Seating Area

There will be some lounge seating areas for the

attendees to relax and charge their devices. The lounge
seating areas will be decorated like in home. This
concept is inspired by one of the value propositions of
Starbucks, which is they always promote the warmth
and upscale environment so everyone could feel “like
home”.

22
 Performers
Will Gittens is a multi-
instrumentalist and singer, as well
as a social media influencer
(Admin, 2020). His music genre is
Pop. He started posting covers of
songs to his own Youtube channel
in 2011, and currently he has over
406000 Youtube subscribers
(Admin, 2020).
305K followers 406K
subscribers
Kali Flanagan, known simply as
Kali, is a 16-year-old singer and
songwriter in Santa Monica,
California. She has created an
indie-pop piece, full of dreamy riffs
and enough bubbly keyboard
sounds to send her audience into
a nostalgic dream about a lover’s
past (Friedman, 2021).
8734 followers 2.77K
subscribers
Casey MQ is a Toronto Pop
songwriter, and he studied
classical music when he was a
child. He had been releasing music
for years before his upcoming
debut album, Babycasey (Salvadó,
2022).

7114 followers 463 subscribers

23
 DJ

Louie Devito is an Italian

American dance DJ and
producer based in New
York city. He is renowned
for his mix series, NYC
Underground Party.

10.4K followers

Dallas Kohelke, also

known as DallasK, is an
Los-Angeles based DJ,
singer, producer, and
songwriter. He is offering a
version of electro house
with a fondness for pop
song structures (Apple
Music, n.d.).

54.1K followers 17.6K subscribers

24
 Influencers
Will Taylor is a style blogger and interior
design author, as well as a social media
aficionado (Anderson, 2021). His content
mainly highlights travel destinations, as
well as interior design products and
classic menswear on a large scale. He has
a well-established brand and a diverse but
devoted following (Anderson, 2021). He
partnered with Starbucks before during the
launching of Starbucks Sunrise Blend
(Anderson, 2021). Thus, since he has
certain recognition, therefore he is a good
choice to become one of the influencers in
this brand activation event.

345K followers

Starbucks has also invited two of

their experienced coffee masters,
Juad and Lulu as the influencers
for this brand activation event. In
order to attract an increasingly
large and enthusiastic consumers
to join the event, they could hold a
digital coffee chat via Instagram
Live before the event starts. In the
digital coffee chat, they could talk
about the interesting story of
Starbucks and also share the brand
activation event details so the
consumers will know what to
expect and they may feel interested
and join the event.
25
Technology
Event Registration Service
Initially, attendees have to
scan a QR code at the
registration booth. Then they
have to fill in their personal
details in a google form
which will appear
immediately after scanning
the QR code. Lastly, after
completing the personal
information form and health
examination, attendees will
be able to participate.

'Feed Us' Donation Machine

This donation machine
allows users to use credit
cards to donate. With each
card swipe, $5 will donate
to Feeding America and
attendees will randomly
receive a Starbuck canned
or bottled drink in return.

26
Technology
A friendship vending machine
is essentially a vending
machine. The product is
loaded into the machine and
available for purchase.
Vending products are common
such as Starbucks freshly
brewed coffee bottles, caffè
latte and frappuccino.
Initially, the customer has
to select the beverages
they want to gift and make
the payment. Next,
customers have to fill in
their personal information
and another person
including name and
mobile number. After
confirming the
information, attendees
have about 15 seconds to
compose a text message
or record a short video to
send to their friend.
Redemption code will be
sent to their friend via
SMS with the code, then
their friend has to enter
the code to receive drinks
at the vending machine.
27
Floor Plan

We Are
Here!

The event 'Starbucks X Coachella Music Festival' will

be conducted on-site. It is placed right behind
Sorona's tent and near the toilet. As the event is
serving a lot of drinks, it should be better to be
positioned near to the toilet.
28
 29
Exit
Preparation
Staff Room
Room Starbucks
Standby Dance Party
Area Workout

Fire Exit
Starbucks X
Fire Exit

Coachella Pop Up
Store
Cup Interactive
Collect Game Home-concept
Let's Get
Counter Lounge Seating
Personal Area
Area
Floor Plan

Friendship Magic
Feed Us Registrat Vending Machine Mirror
Donation ion Photo
Counter
Machine Boooth
Entrance
 Staffing Needs
1 Live Performances Staffs
3 local performers are invited to perform the exciting live
performances during the brand activation event. Thus, 2 professional
makeup artists and 2 hair stylists are needed to help the talents to
apply gorgeous makeup and do the hair styles. Besides, there will
also be 2 costume designers to dress up the talents, as well as 2 Disc
Jockeys (DJs) to play popular recorded music before a live audience
and maintain the right level of energy at the event.

General Staffs 2
There are a total of 30 staffs and 3 videographers during the event.
They are the people who help to set up as well as sell the event and
answer the questions of the attendees. The staff will be separated
into different sessions to let the activities go more smoothly (Hanks,
2018).

Barista Let’s Get Personal Area Redemption Booth Area

3 2 3

Starbucks x
‘Feed Us’ donation Starbucks Dance Party
Coachella Pop Up
machine Area Workout Area
Store Area

3 1 4

Friendship Vending
Interactive Game Area Magic Mirror photo booth
Machine Area

2 3 2

Entrance Videographer Registration Staffs

2 3 2
30
Staffing Needs
3 Technical Staffs
Staff prevents and resolve several technical issues, including:

Sound engineers and

Electrician Spotlight operators
lighting technicians

3 4 4

Security Staffs 2
For the event to take place safely, especially to protect attendees in the
first criteria, a security team will be scattered at different areas of the
event to prevent any conflicts or illegal entries with timely permission.

31
 Sustainable Practices
1 Starbucks Cup Recycling Bins
Some Starbucks cup recycling bins will
be placed at the brand activation for
the attendees to recycle the used
plastic cups. The Starbucks cup
recycling bins are designed to help
enable effective recycling (Starbucks,
2019). Each bin features clearly
indicated sections for the attendees to
tip away excess liquid, remove the
sleeve and lid, then stack their cups
separately (Starbucks, 2019).

Paperless Registration 2
Starbucks x coachella festival have
created their own QR code in their
poster. This is because it can be
more convenient for those people
who want to register for the events.
Also,QR code will be provided at the
entrance of the booth for
registration, and the attendees may
need to scan the QR code and fill in
their personal information in order
to join the event. Traditional paper
registration will be replaced, and it
also allows Starbucks to collect
large amounts of consumers’
databases easily.
32
 Risk Managment

Risk Description Solution

Accident and Electrical and equip im Eliminate the hazard by

Injuries ment problems can engaging a licensed
occur when the power electrician makes
supply is overloaded and changes to the existing
damaged, or unsafe and power supply
damaged conductors Check the equipment
cause electric shock and regularly

damage to
equipment. Medical staff

available
As a result, participants Administrate this control by
may be injured by being ensuring there are
inadvertently exposed to adequate qualified first
these devices. aiders on-site during the
event.
Keep equipment
locked.
The number of Do a .pre-event
Lack of
participants is too large, assessment of the
infrastructure number of toilets
causing some problems
such as: inadequate required
public toilets causing Provide more than one

queuing and
complaints entrance/exit

to a
or overcrowding at marquee
entrances/exits. Stewards to always
monitor entrance/exit
and clear if required
.
.
33
 Risk Managment

Risk Description Solution

Attractiveness There are other events Make up the event

taking place at the content carefully to
same time at the create the event's
festival, so attendees attraction

are easily
scattered The gifts

included

leading to not when participating in

participating in the the event help attract
event customers to attend
an event
.
Risk of Covid- Someone may be Implement epidemic
19 disease infected with covid-19 prevention measures
while participating in before, during, and after
the event. the event
Make sure everyone
strictly follows epidemic


prevention
measures
such as wearing masks,
standing 2m apart,
washing hands with
sanitizer before
participating in the
event.

34
 Marketing Strategy
The marketing strategy of an event is a crucial part
which will contribute to the success of the event. A
good marketing strategy and promotion of the event
will result in a greater number of people who will be
present. There are specific marketing strategies that
are effective in order to promote the event and attract
a huge crowd.

35
1 Leaving a First Impressions
As such, a poster of the event
will be designed in such a way
that the theme matches with the
event. According to Natalie
Wiley (July, 2019), the use of
advertising posters can
produce effective outcomes for
companies of all sizes and it is
a well-known marketing tool
frequently used by companies
for promoting their business. In
the case of the Starbucks x
Coachella event, the poster will
be filled with attractive fonts
and pictures that will capture
the eyes of audiences. The
poster will comprise a
Coachella logo, a Starbucks
One of the most effective ways to
coffee brand symbol, along with
promote the event is by leaving a the time, venue and date of the
good first impression on event. The poster is designed in
audiences. A good first a way that it would be visually
impression is vital for allowing breathtaking in order to capture
audiences to be more attracted to the attention of the targeted
the contents of said event and audience and they will be
thus, drawing them back to find displayed on the walls in the
out more. Putting up posters is street and in nightclubs as well
one of the approaches into leaving as it is the place where we can
a mark in the audiences as it attract the most target
provides a message that is audience.
intended to promote brand
awareness. 36
2 Leverage Social Media Page Advertising
A marketing strategy which is proved to be effective is the use
of ads and based on the article of the social media app,
namely Facebook, takes over the world of social media
advertising, as based from studies more than 93% of the
marketers use some form of Facebook ads. Therefore to get
the most of the targeted audience, we will use Facebook and
Instagram to promote our event. include relevant information
such as date and all the highlight programmes to ease
participants for registration. All social media pages will be
updated daily with information of the event and image that are
able to create excitement for participants. Thus, try to make it
as possible to share our poster to make it more people view.

Facebook page:The starbucks x coachella

Instagram page: The starbucks x coachella

37
3 Teaser Video and Hashtag

A short teaser video of 45 seconds of the highlights of

starbucks x coachella event will be played on facebook to
capture the curiosity of the audience and attract them to
purchase their tickets for the event. Furthermore, starbucks x
coachella will put a hashtag on every post caption. This is
because sometimes people might be interested but they
suddenly want to know our page name so they can just type
the hashtag and press it. Therefore, for the starbucks x
coachella hashtag is called “#starbucksxcoachella”, so it may
let those people who are interested to remember easily.

Hashtag: #starbucksxcoachella

38
4 Influencer

The Starbucks x coachella will invite those America

influencers who are very famous to promote the events as an
advertisement in their own social media platforms such as
Instagram, facebook story and youtube channel, so it may
make it more people know about this festival, dates and
places. For the all influencer, the starbucks x coachella will
make it as the special guest in this event.

39
 Fear of Missing Out (FOMO)
Strategies

1 Interview attendees on Instagram and facebook Stories

Short live interviews with fascinating subjects provide material
that is both engaging and consumable. While the event is in
progress, create the opening ceremony moments. Use
Instagram and Facebook stories to immediately communicate
people's emotions and feelings about the event. After
witnessing intriguing stories, you may be able to draw more
people to the event.

2 Quoting the Influencers

Influencers might be an excellent strategy to boost brand

activation advertising. Our influencers will discuss the brand
activations and be quoted on Starbucks website and social
media. We've enlisted the help of Will Taylor to promote the
event. Combining the two marketing strategies might result in a
large increase in sales. Influencers will boost brand awareness,
traffic, and leads, and you can exploit their messaging to
enhance sales (Miller, 2020). 40
 Fear of Missing Out (FOMO)
Strategies
3 Market Product Bundles
Starbucks X Coachella will be accessible for registration in
advance, there will be a countdown clock, and the things
available will be restricted. Those who register ahead of time
will receive a discount on the Starbucks X Coachella goods
bundle.

4 Livestream
By providing photographs and highlights from the day, live
tweets assist to keep FOMO at bay while also increasing it.
Consider a live tweet as a live commentary on the event that is
both instructive and entertaining. The tone and structure of the
internet debate around the event are established by live tweets.
Next, use the festival hashtag consistently and share amusing
moments. Live may interact with viewers who aren't there in
real time. Monitor the festival's social media streams for any
audience complaints or inquiries. The team would use webcast
to draw additional attendees on the day of the event. Some
people may not be aware of or notice the approaching event in
advance, but livestreaming during the event can assist to
attract the attention of those who have been left out.
Furthermore, webcast might motivate those who are attending
the event.

41
 Authenticity Factor
Authenticity can be defined as true and legitimate as when the
influencers present themselves as the brand sincerely and genuinely,
it creates a strong bonding with the target audience. Moreover, When
influencers share the content of the event, we are guaranteed that
Starbucks will be exposed to the right audience because of the huge
number of target audience following the influencers’ page. The reason
to use the authenticity factor as a marketing strategy is because it can
help the event to strive out of the crowded market as it promotes
strong bonding among the audience and also aids in building trust.
According to an article from Charlotte Baxter (0ct, 2020), the
authenticity of the event depends upon its uniqueness, voice and
values meaning that authenticity works together with truth. Based on
the article above, 86% of the consumers agree that the key factor in
choosing a brand is through authenticity.

42
Factors:
1 It Is One of the Biggest Festival
Coachella is one of the largest festivals celebrated in the valley of
coachella. This event can reach a number of more than 1 million
people being present at the festival as it is one of the most reputed
festivals around the globe. According to an article from Cindy Uken
(July, 2021), the venue where the festival takes place, Indio, is ranked
number one for live music festivals by the Matador Network.

Provides an Enhanced Visual Experience 1

Another authentic factor of the festival is that it provides a unique
visual experience as a live music festival offers an energetic
landscape. According to an article from Amanda Cosenza (May, 2019),
live branded experience is an opening for brands like starbucks to
invest in the event in order to create a strong relationship with their
customers. On the social media, posts that are related to the coachella
event have the tendency to receive more views and likes according to
the article above thus promoting the starbucks brand at the event.

1 Offers Unique Value Propositions

Also, the authenticity factor of Starbucks is that it provides unique
value propositions to their customers and the latter can customize
their drinks as they wish. Starbucks is an affordable luxury and each
customer purchasing a drink there has their name written in the cup
which is the authenticity of the brand.

43
Budget Statement

44
45
Company Portfolio

Company Portfolio
Since 2014, the Mosaic company has been involved in offering
a wide range of event management services such as
exhibitions, theme events, product launching events, brand
activation events, and other live events as a trusted event
company for event management services organizer and event
planner. The Mosaic keeps up with the newest trends and
technologies in the event business to ensure that we are
providing the best service possible to each and every
customer. Our firm helped clients launch goods, promote
them, and raise awareness about them in a number of ways.

Past Event Experience

- Corporate Rewards for NetApp Insight 2012
- World Education Congress (WEC) 2017

Award
1. Conference of the Year
· Prestige Gala 2019
· HighBall Halloween Festival
2015
· Electric Beach EDC
4. Best Team Effort Music
Awards Ceremony MAC 2016
· Unexpected Encounters,
Art Exhibition 2019

Las Vegas 2020

3. Esport Event - Gold 2. Best Festival Award -

· FACC 25 Years Beyond Silver
Horizon – Anniversary · The International Dota 2
Ceremony 2016 Championships 2021

46
Company Logo

Production and Marketing

ideas. Ideas and suggestion of
our company are always
designed to meet consumer’s
top

Team Members

Ho Jia Cherng Tam Pei Rou Alexandre Bongout

Lee SuJin Le Hoang Bao Nhi

Address: 7822 Chapel Rd., Riverside, CA 12152

Phone number: 124-914-7493
Email: TheMosaiccompany_business@gmail.com
Website: www.Mosaicco.com
Instagram: @ The Mosaic.co, Facebook: The Mosaic.Co
47
Appendix

48
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52