By Trent Ballard
Starbucks has paired with the Los Angeles agency 72andSunny and YouTube to create a film about conversations made at Starbucks all over the world. They collaborated with 53 cinematographers from 28 countries, which resulted in more than 26,000 hours of watched footage and 91 million social media impressions. Starbucks was trying to reach primarily current Starbucks consumers. It is trying to add emotional and social attachment to the brand itself along with entertainment. It is owned because they paid 72andSunny and the other cinematographers as well, and owned media is what the advertiser directly controls, which Starbucks does.