The Challenge 

Execute a consumer experience to promote Gilmore Girls: A Year in the Life, premiering exclusively on Netflix on November 25th 

The Big Idea  

Take over 200+ locally-owned and operated coffee shops around the U.S. and Canada and recreate the iconic Luke’s Diner 

Invite fans on October 5th, the 16th anniversary of Gilmore Girls, to grab free coffee, meet other fans and experience a touch of Luke’s Diner at one of 207 pop-up shops 

How We Did It 

  • Partnered with locally-owned coffee shops in all 50 states plus Washington, DC, Toronto and Vancouver 
  • Provided each shop with 500 coffee cups, iconic Luke’s Diner signage, staff hats and aprons 
  • Designed Luke’s Diner coffee sleeves and cups with surprise-and-delight Snapchat filters and memorable Gilmore Girls coffee-inspired quotes 
  • Stickered random cups at each shop with prizes of 3 months of free Netflix 
  • Created a national map of all participating shops for consumers 

In Summary 

  • Gilmore Girls: A Year in the Life ranks as one of most-watched Netflix originals 
  • Gilmore Girls pulled a 3.59 rating among 18-to-49-year-old-viewers 
  • Hundreds of national and local TV and press stories, including The Today Show, Good Morning America, CBS News, CNN Money, Entertainment Weekly, USA Today, US Weekly, Vanity Fair, Vogue, Buzzfeed, and Eater 

Snapchat filter: 

  • 10,000 cups included a Snapcode that unlocked a special Gilmore Girls-sponsored Snapchat filter 
  • Filter was viewed over 880,000 times and reached more than 500,000 unique Snapchatters 
  • There were three times as many snap-to-unlocks as printed cups 

#HappyBirthdayGilmore:

  • Trended on all social platforms; at one point at #3 ahead of the US VP debate 
  • Instagram: 13,122 posts 
  • Twitter: 5,150 (U.S. Only on Oct. 5th) 

#Lukes: 

  • Instagram: 29,001 posts 
  • Twitter: 470 (U.S. Only on Oct. 5th)