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Netflix’s Marketing Campaign for Gilmore Girls Dominates Social Media

Netflix’s Marketing Campaign for Gilmore Girls Dominates Social Media

For months now, Netflix has been teasing Gilmore Girls fans with promo photos and bits of info about the show’s return in “Gilmore Girls: A Year in the Life”, much to the delight of its cult-like following. The media company took its promotion to the next level yesterday with nationwide Luke’s diner activations.


Netflix partnered with more than 200 local coffee shops and bakeries around the country and converted them into Luke’s, the Gilmore Girls’ go-to diner, from 7 a.m. to noon. This included providing custom signage like in the show, the namesake proprietor’s signature look (flannel shirt and backwards blue baseball cap) for staffers, posters of the main stars, and branded coffee sleeves. Oh, and let’s not forget the most important part: thousands of free cups of coffee, the Gilmore’s favorite beverage.


While social media wasn’t a fixture on the show, (in fact, Luke didn’t allow cell phones in his diner) fans took to Facebook and Instagram to share their love, and engagement, with the promotion to astounding results.


Here’s a breakdown of the top performing hashtags:


    • Instagram posts: 32,626
    • Facebook posts: 43,101

#HappyBirthdayGilmore (The official hashtag)

  • Instagram posts: 14,466
  • Facebook posts: 1,000


    • Instagram posts: 1,419
    • Facebook posts: 1,000


Here’s a look inside the activation at Three Fifty Bakery & Coffee Bar in Washington. To truly appreciate the insane engagement this received, you’ll have to check out the Live video over on our Facebook page.

Channing Muller is an award winning marketing & public relations consultant and the principal of DCM Communications. She works with event professionals and business owners to grow and scale their businesses with refined marketing strategies developed through one-on-one and group consulting, customized marketing programs and public relations. She has been named a "25 Young Event Pro to Watch" by Special Events magazine and "40 Under 40" by Connect Meetings. Channing is an avid runner, lover of labrador retrievers, good food, delicious drinks, and an advocate for the American Heart Association. Follow her on Instagram @ChanningMuller.

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