Posts Tagged ‘Starbucks’

Starbucks celebrated its 40th anniversary this week by randomly awarding $40 gift cards to customers who check in using Foursquare.

The promotion is being used to gain coverage of their 40th anniversary but more importantly their new logo. An ad campaign promoting this also features some new products, including “Petite” pastries and Starbucks Tribute Blend coffee.

The giftcard promotion, which was only running in US, started yesterday morning giving 500 gift cards to those who check in to participating Starbucks locations and unlock a “Tribute Badge.” Consumers can also enter the drawing via e-mail.

In the UK the celebrations have been reflected in both social and traditional media, with door drops of Starbucks Via being sent out to all Tesco Clubcard holders (that have bought coffee in the last six weeks) and email blasts to their own loyalty card holders.

If you remember the last Foursquare promo the coffee juggernaut did you’ll recall the somewhat mixed results. (If not) A program last year awarded discounts to mayors of various stores, but some consumers complained that staff at the participating stores had no knowledge of the promo – Que angry Tweeple and fecked off Facebook fans.

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Like many other big brands, Starbucks has incorporated social media into its multichannel marketing initiatives. It seems the move is paying off for the international coffee house, with recent reports from the digital measurement firm General Sentiment indicating that Starbucks’ social media exposure is worth the equivalent of a $67.8 million media buy.

Starbucks

As MediaPost notes, the firm uses a technology platform to track the volume of brand mentions and sentiments expressed. It is then able convert these numbers into the equivalent of media buys, enabling General Sentiment to determine how much a company’s social media campaigns are worth.

“[Starbucks] drew exceptionally high levels of exposure in the fall quarter, driven by news coverage and social media/Twitter discussion of developments such as its legal dispute over retail products distribution with Kraft Foods and its expansion moves in China,” General Sentiment CEO Gregory Artzt told MediaPost.

Part of the reason Starbucks’ social media marketing campaigns are so successful is the wide follower base they reach. The coffee brand has more than 18 million Facebook fans and nearly 2 million Twitter followers.

starbucks card“Give a Gift” is the new feature that makes the Facebook exchange of Starbucks currency possible. Starbucks Card Facebook application users in the U.S. and Canada can use the application to load between $5 and $500 to a friend’s registered Starbucks Card.

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Starbucks Card Mobile for iPhone and BlackBerry lets users pay for their coffee by holding up the 2-D barcode on their smartphone to the scanner at the counter. The application allows customers to manage and reload their Starbucks Cards as well.
Customers have responded positively to the mobile payment option
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Starbucks customers who use the free Wi-Fi at more than 6,800 U.S. company-operated stores will be greeted with the Starbucks Digital Network (SDN) — an exclusive content network curated by the company and designed to enhance the customer’s in-store experience.
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