On Wednesday, streaming giant Netflix transformed over 200 coffee shops across the country into the iconic Luke’s Diner, the fictional eatery made famous in the 2000s-era hit Gilmore Girls. Baristas donned aprons featuring the Luke’s Diner logo. Custom signage – including cardboard cutouts of Luke himself, played by actor Scott Patterson – completed the illusion.
Fans of the show lined up bright and early to nab a free cup of joe, decorated with special Luke’s Diner sleeves. Hiding under the sleeve were coffee-related quotes from the show’s fast-talking, java-loving stars.
The effort was part of an elaborate marketing strategy to drum up interest for next month’s Netflix revival of the show, Gilmore Girls: A Year in the Life. Reuniting Lauren Graham, Alexis Bledel and other cast members, the four-part series debuts November 25. Netflix’s nationwide promotion also had a social media element, with #LukesDiner trending on Twitter, and codes printed on the free custom coffee cups unlocking a special Snapchat filter for 24 hours.
This isn’t the first time Netflix has turned to promotional products to promote its original content. Earlier this year, the company gave out T-shirts, buttons and other swag bearing the slogan “FU ‘16” to promote the fourth season of House of Cards, in which corrupt politician Frank Underwood, played by Kevin Spacey, schemes his way into the Oval Office.
Check out what Gilmore Girls fans are saying about the promotion on Twitter: