At exactly 8:30 a.m. ET on Monday, December 7th, Starbucks joined forces with (RED) and creative agency BBDO to coordinate a global sing-along. Musicians worldwide performed The Beatles classic “All You Need Is Love” at the same moment, positioning the Love Project as a proof point for how connected the world is and how a small decision by one person can make a grand difference elsewhere.
The performances was broadcasted live via the internet from far reaches such as Gabon and Fiji, with participation spanning over 100 countries. The initiative raised money and reinforced awareness for Africa’s fight against AIDS, while giving people a clear way to take part in the solution.
The campaign. A global moment that lives online
The performance was streamed live online at starbucksloveproject.com and acted as the anchor moment.
After the live sing-along, people continued the campaign by going to the Starbucks website and uploading their own:
- versions of “All You Need Is Love” videos
- love drawing sketches
Each uploaded performance generated a donation from Starbucks to the cause, supporting (RED) and the Global Fund’s work.
The distribution layer. Partnering with Facebook
Starbucks partnered with Facebook to spread the message through the social network. The campaign was positioned as the largest global campaign ever for both Facebook and Starbucks.
The commercial layer. Turning participation into a product
The song was also commercially sold in stores on Starbucks’ Love CD, extending the fundraising and awareness beyond the live moment and the online uploads.
The scale signal. A record for global participation
A Guinness World Record was set for the “Most Nations in an Online Sing-Along,” reinforcing the Love Project as a massive organizational task that reaped the benefits of integrated marketing.
A few fast answers before you act
What is the Starbucks Love Project?
A global sing-along campaign with (RED), coordinated with BBDO, anchored by a simultaneous performance of “All You Need Is Love.”
How big is it?
It spans over 100 countries, with performances broadcast live online from locations including Gabon and Fiji.
How does participation continue after the live event?
People upload their own “All You Need Is Love” videos and love drawing sketches on Starbucks’ website.
How does it drive donation impact?
Each uploaded performance generates a donation from Starbucks to the cause, supporting (RED) and the Global Fund.
What role does Facebook play?
Facebook is the distribution partner used to spread the message and participation at global scale.
What else extends the campaign beyond the moment?
The song is commercially sold on Starbucks’ Love CD in stores.
