Maybe this is where Starbucks are going wrong you know? To get people to pay for and enjoy that ’3rd place’ coffee experience, you actually have to give them a damn good reason to go into the store in the first place and with all this downshifting hitting their bottom line like a washer woman on an old rug then there’s a lot at stake. Perhaps you need to take the experience to them?

While this is blatant ‘disruption’ and arguably doesn’t tell you much about the product or contain much of an idea… it’s got a tremendous amount of stopping power…and most importantly, will get people going into McDonald’s to claim their free coffee (and probably buy a burger while they’re at it.)

Is it scalable, is it affordable? Does it matter? It’s got conversational currency. Think it’s going to be an exciting time for outdoor / ambient and guerilla marketing this year with ever more spectacular and innovative installations and events fuelling the conversation.