Monday, 4/29Tuesday, 4/30Wednesday, 5/1Thursday, 5/2 Intro House Blend as proof point of Starbucks HeritageEstablish Authority through AuthenticityAnnounce the Anniversary, Establish PremiumnessTease and Explain Free Coffee, don't mention offer Topic: House Blend Heritage moment. Truth: 1912 Pike is powerfully symbolic, and it's the spiritual home of House Blend Pike matters because it's the first, not the only—we can connect it to other icons, historic and new. Concept: "You've always been welcome in our house." Topic: Behind the curtain with Starbucks coffee experts. Truth: Starbucks coffee people are not only expert but also passionate. Concept: We tell the story of WHY we created the specific HB flavor profile. What it means to us as a company. Why it matters. This is our house. (possibly tie to 1912 visually) Topic: Announcing House Blend's 40th Anniversary. Truth: HB is the original Starbucks blend, the heart and soul of our array of blends. It's an accessible coffee, but it's also a serious coffee--a challenging blend to perfect, a perfect invitation to the journey. Far from "table wine," it's our signature blend, like the table wine at a high-end winery, served with a house-made charcuterie plate, not at a restaurant in a basement served with spaghetti and meatballs. Concept: House Blend: A 40-year tradition of unreasonable obsession with quality. Ever-changing, never-changing. The flavor profile never changes. The way we get there does. Tell how how we adhere to that profile – the art and science behind that. It's a labor of love. Define the difference between flavor notes of HB vs. Breakfast Blend and Pike Place. Visualize. Beautify. Arm coffee enthusiasts with expert knowledge. Topic: Come into Starbucks retail tomorrow to try House Blend. Celebrate with us, and connect with the history and heritage of the blend that started it all. Truth: It's free! But for a very specific reason. Concept: Announce the celebration and opportunity to try it for yourself. Starbucks Facebook: Nostalgia shot (maybe a historic one) inside 1912 Pike, ideally featuring HB somehow. Google+: 1912 Pike as a destination, a historic place to visit. Nod to why we love it. Connect to HB. Instagram: Photo shows the packed interior. Starbucks Twitter 1: Contemporary shot of 1912 Pike—cross- post from Instagram w/ location tag. Message is about welcoming and legacy. Pinterest: Upload 1912 Pike shot to "Inspiring Spaces" board. (Pin from a blog post about 1912 Pike?) Starbucks Twitter 2: Pin-tweet Google+: Hangout and HB coffee tasting with the coffee team. Audience is partners, but the archived video is public. YouTube: Archived hangout video. Optimize for searches against "House Blend," etc. MSI: Blog profile of 1-2 coffee team people. (tentative, could use to promote hangout day before) Starbucks Facebook: Post announces anniversary "this month" and brings forward flavor profile / pairings info on HB. Google+: Graph comparing HB flavor profile to PPR and BB— needs to feel specific and substantive. Explain some of the detail about what it takes to maintain consistency over time. For HB, we're celebrating 40 years of this labor of love. Twitter: Enjoying a press of HB with to celebrate its 40th anniversary. Pinterest: "Coffee moments" image: coffee with a pairing, maybe chocolate. Pin from blog? Another of our properties? Copy id's the brew as HB. Facebook: Announce free coffee, but frame as a celebration. We want to welcome you into our house to try this blend we're incredibly proud of and which has a special place in our heritage. Google+: Straightforward announcement of the celebration / free coffee. (This post will stay in our prominent SERP placement through Friday afternoon.) Twitter: Late in the afternoon, announce HB event. Frame as celebration. StarbucksStore Twitter: Frappuccino Happy Hour Countdown