When reports of an impending East Coast snowstorm started going around Wednesday, Starbucks' marketing team in New York called up the brand's headquarters in Seattle and quickly pieced together a plan to target Facebook and Twitter conversations around the blizzard, dubbed Nemo by weather forecasters.
By the time the white stuff began to fly from New York City to Maine, snow-themed ads were floating into view for Facebook and Twitter users. The creative centered on a snow day theme and utilized an image of a warm cup of java, appearing as Facebook Marketplace Ads and Twitter Promoted Tweets.
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