Published on February 19, 2014
9 Great Mobile Ideas from Starbucks
Starbucks is the world’s largest coﬀee chain in the world.
It opened its ﬁrst store in Seattle’s historic Pike Place Market in 1971.
Today, it has more than 18,000 stores in 62 countries!
It is one of the world’s most loved brand
And a leader in mobile marketing
Starbucks adopted a “mobile-ﬁrst” strategy
2010 Mobile Marketer of the Year
2010 Mobile Marketer of the Year & 2012 Mobile Marketer of the Year
And used mobile for
And used mobile for # 1 Brand Building
And used mobile for # 1 Brand Building # 2 Drive Sales
And used mobile for # 1 Brand Building # 2 Drive Sales # 3 Foster loyalty
#1 Brand Building
Starbucks is currently one of the top brands in Instagram now
Its #Starbucks Hashtag has over 9M posts
# 1 Beautiful photography
# 1 Beautiful photography that doesn’t aim to sell
# 2 Empowering fans
Colour_me_creative is a teenager from New Zealand
With more than 900,000 followers
Frequent regrams from Starbucks
# 3 Behind-the-scenes content
Share and vote for your favorite #Sipface
Goal: Promote the Frappuccino Happy Hour!
Still hundreds of entries coming in
Check it out at http:// frappuccino.com/en-us/ campaign/sipface
Interactive mobile ads
Pandora App- mobile ad
Goal: Promote blended drinks
Ad expands for more content
“Starbucks Signature”Tablet Ad
Banner ad (left) Expanded ad (right)
1. Pick your cup 2. Draw to customize
How can Starbucks surprise during moments that matter?
Augmented reality cups for Christmas
Scan cups with your app to bring them to life
Collect all 5 Starbucks holiday cup characters
Augmented reality cups for Valentine’s Day
Send eGifts and Valentine’s messages
Starbucks sent a trivia question to an opt-in database via SMS.
Incentive: The Great Gatsby soundtrack!
Two-way messaging beats passive texting
Starbucks detects smartphone users
To send additional rich media content Embedded 11-second video of #SipFace
Starbucks experimented with diﬀerent mobile technologies to build their brand.
#2 Drive sales
Starbucks process over 5 million mobile payments each week
Mobile payments are now 30% of total payments
Pay via mobile app
Pay without cash! Step 1: Sync Starbucks Card to your app
Pay without cash! Step 2: Open your app at the counter
Pay without cash! Step 3: Scan to deduct purchase from your account.
Reload your Starbucks card in-app
Even send gift cards!
Starbucks partnered with UK mobile operator, O2
And Placecast, a location service platform
To build 800 geofenced areas in the UK
Starbucks then sent targeted SMS oﬀers
To opted-in O2 subscribers in the geofenced areas
One of the earliest adopters of Square, a mobile wallet / mobile POS system.
Pay without taking out your wallet
Or discover nearby merchants!
@tweetacoﬀee Gift Service
Goal: Increase sales and engage Twitter users
Step 1:Connect your Starbucks and Twitter account.
Step 2: Tweet a friend!
Step 3: Friend gets a $5 Starbucks eGift.
RESULTS: In less than 2 months
32% of the purchases were made on the ﬁrst day.
By enabling consumers to pay with their mobile, Starbucks opened up new sales channels. Read more about the campaigns here and here.
#3 Foster loyalty
Starbucks’ app has more than 7M users
Earn stars for every purchase and upgrade your membership. Higher membership = more freebies and perks! Use the mobile app to track rewards
SMS promo notiﬁcations
Lastly, it’s all about the in-store experience!
“WiFi access makes work time, downtime, travel time and lots of in-between times more enjoyable and productive. ” - Google
Starbucks used mobile to fulﬁll its mission of giving excellent service to its customers.
by Explores the most active brands in mobile today.
by Explores the most active brands in mobile today. Stay tuned for the next Brand Focus!
For more mobile case studies, visit mobext.ph/blog
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