Starbucks CNY: Pin The Goodness
To Encourage consumers to prioritize good luck / wishes / happiness in the new year. Pin all the goodness at the top.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
STARBUCKS
About the project
Chinese New Year is a key moment for Starbucks to build emotional connection with local consumers while driving seasonal beverages.
After three challenging years of the pandemic, we identified a deeper need: people were craving positivity and renewed energy — especially during a festival rooted in blessings and good fortune. This created an opportunity to amplify Starbucks’ brand belief, “Uplift Everyday.”
By linking the Chinese character “顶” (to rise / to top) — symbolizing good luck and upward momentum — with three CNY beverages featuring distinctive toppings, we created an interactive digital game that turned blessings into playful action. The experience invited consumers to “top up” their luck, transforming festive drinks into a symbol of positivity and progress.
The campaign drove strong engagement:
35,671 players, with over 100,000 total plays
5,684 players returned more than 3 times; 1,134 played over 10 times
51.28 seconds average time spent in-game
31 players reached Level 9, with a top score of 134
By gamifying good fortune, Starbucks turned festive promotion into an uplifting shared experience.
Smooth Scroll
This will hide itself!
This will hide itself!
Starbucks CNY: Pin The Goodness
OVERVIEW
To Encourage consumers to prioritize good luck / wishes / happiness in the new year. Pin all the goodness at the top.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
STARBUCKS
About the project
Chinese New Year is a key moment for Starbucks to build emotional connection with local consumers while driving seasonal beverages.
After three challenging years of the pandemic, we identified a deeper need: people were craving positivity and renewed energy — especially during a festival rooted in blessings and good fortune. This created an opportunity to amplify Starbucks’ brand belief, “Uplift Everyday.”
By linking the Chinese character “顶” (to rise / to top) — symbolizing good luck and upward momentum — with three CNY beverages featuring distinctive toppings, we created an interactive digital game that turned blessings into playful action. The experience invited consumers to “top up” their luck, transforming festive drinks into a symbol of positivity and progress.
The campaign drove strong engagement:
35,671 players, with over 100,000 total plays
5,684 players returned more than 3 times; 1,134 played over 10 times
51.28 seconds average time spent in-game
31 players reached Level 9, with a top score of 134
By gamifying good fortune, Starbucks turned festive promotion into an uplifting shared experience.
Smooth Scroll
This will hide itself!
This will hide itself!
Starbucks CNY: Pin The Goodness
OVERVIEW
To Encourage consumers to prioritize good luck / wishes / happiness in the new year. Pin all the goodness at the top.
LOCATION
SHANGHAI
ROLE
CREATIVE
CLIENT
STARBUCKS
About the project
Chinese New Year is a key moment for Starbucks to build emotional connection with local consumers while driving seasonal beverages.
After three challenging years of the pandemic, we identified a deeper need: people were craving positivity and renewed energy — especially during a festival rooted in blessings and good fortune. This created an opportunity to amplify Starbucks’ brand belief, “Uplift Everyday.”
By linking the Chinese character “顶” (to rise / to top) — symbolizing good luck and upward momentum — with three CNY beverages featuring distinctive toppings, we created an interactive digital game that turned blessings into playful action. The experience invited consumers to “top up” their luck, transforming festive drinks into a symbol of positivity and progress.
The campaign drove strong engagement:
35,671 players, with over 100,000 total plays
5,684 players returned more than 3 times; 1,134 played over 10 times
51.28 seconds average time spent in-game
31 players reached Level 9, with a top score of 134
By gamifying good fortune, Starbucks turned festive promotion into an uplifting shared experience.
Smooth Scroll
This will hide itself!
This will hide itself!