“Coffee please, and a shot of cynicism.” – Lorelai Gilmore.
Today all Gilmore Girls fans got to live out their dreams of having a cup of coffee at Luke’s Diner. Netflix sponsored a one-day event that transformed approximately 250 local cafes into Lorelai and Rory’s favorite dining spot. Anyone who visited the the diner from 7 a.m. to noon received a free cup of coffee and the sweet satisfaction of getting to tell people they went to Luke’s.
The event is in honor of the 16th anniversary of the series’ pilot and in preparation for Gilmore Girls: A Year in the Life, a four-part continuation of the beloved show that launches Nov. 25 on Netflix. Stars Hollow became more than a fictional town to the fans of the show; it is a place that people want to visit. Having a piece of the town come to real life in communities across the nation was a dream come true for fans.
If simply going to Luke’s wasn’t enough, Netflix provided hats and aprons with the iconic diner’s logo on them to the staff of the coffee shops giving it that Stars Hollow feeling. The outcome of this campaign shows the power of guerrilla marketing. The caffeinated Gilmore fans are blowing up social media with pictures, snaps and tweets using #LukesDiner #LukesCoffeeDay and #HappyBirthdayGilmore. What an ingenious idea to boost their digital marketing engagement!
A few of Freestyle’s team members took a trip to Midwest City this morning to visit the diner.
“All of the baristas were wearing flannels and backward hats,” said Kiley Matthews. “It was like Luke Danes was serving me coffee.”
The Underground is one of four locations in Oklahoma that was transformed. This shop held a costume contest where people dressed up as characters from the show. It also had a “no cell phone” sign that Luke would appreciate. Each coffee cup had a quote from the series under the Luke’s sleeve as well as a Snapchat code that provided a filter for fans to use.
The Oklahoma locations included:
Cuppies and Joe
The Coffee House
It’s always a good day when we can support our local businesses. This event gave small coffee shops a chance to get a Gilmore makeover as well as an increase in social media presence. Plus, Luke never would’ve approved of a franchise coffee shop (nice job, Netflix). Many people may not have known about the cafés before this event, so participating in Luke’s Coffee Day gave local business owners the opportunity to raise brand awareness.
For the diehard Gilmore Girls fan, this was a day in history that won’t be forgotten. Getting to start the day off like Lorelai Gilmore is a dream that for many people came true today.