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Netflix Marketing

Netflix brings Gilmore Girls coffee to over 200 shops across the US


By Haley Velasco, Freelance journalist

October 5, 2016 | 2 min read

To celebrate the 16th anniversary of Gilmore Girls’ air date, hundreds of excited fans waiting in lines at over 200 coffee shops across the country to step foot into Luke’s Diner.

One of two locations in Chicago, Osmium Coffee, was no exception as the line wrapped around two blocks by 7:15 a.m.

Visitors wait in a line in Chicago, IL for "Gilmore Girls" coffee.

In anticipation of the release of the four-part “Gilmore Girls: A Year in the Life,” Netflix has created Luke’s Diner in over 200 coffee shops to transport visitors to the show’s fictional Stars Hollow.

“As a fan of Gilmore girls since the show debuted 16 years ago, its remarkable to see first-hand the strong following and commitment to the show fans still have,” said Lynne Ault, senior business development manager, The Drum US, who visited a location in New York City.

Hundreds of coffee shops across the US were transformed into Luke's Diner.

Giving out free coffee from 7 a.m. – 12 p.m., visitors grabbed a free cup with Luke’s sleeve, as well as were met with Luke cutouts, menus and more.

“Personally, I think this is guerrilla style marketing at its finest - targeting areas of fan base with a low cost but high impact "show experience." Also love that they engaged independent coffee shops (instead of say Starbucks) which is very consistent with the ethos of the show,” Ault said.

Fans visited Luke's Diner for their free cup of coffee courtesy of Netflix

“I also loved seeing the diversity of women (and some men) all waiting patiently for coffee for over 40 minutes — welcome to NYC!” Ault said.

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