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Starbucks drives summer drink sales via targeted mobile campaign

Starbucks

Starbucks mobile ad

Starbucks is proving once again that it is a force to reckon with in the mobile space via a new mobile campaign that lets consumers find their ideal summer refreshment. 

The retailer is running targeted mobile banner ads within Pandora’s iPhone application. The interactive ads help consumers refresh during the summer season.

“Starbucks is offering the product first before they show conversion for a store locator,” said Tom Limongello, vice president of marketing at Crisp Media, New York.

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“You want to have the lightest interactions first,” he said.

Mr. Limongello is not affiliated with Starbucks. He commented based on his expertise on the subject.

Starbucks did not respond to press inquiries.

Summer refreshment
The Starbucks ad reads, “Handcrafted refreshment is waiting.”

When consumers tap on the banner ad, they are redirected to a mobile landing page where they are encourage to swipe the icy screen to reveal their ideal refreshment.

After users swipe the screen, they can choose a drink – an iced coffee with milk or the Tazo shaken iced passion tea lemonade.

Consumers can swipe their screen to reveal the refreshment

Additionally, consumers can click on either drink to learn more about it and see what ingredients are used to make it.

Consumers can choose between an iced coffee or iced tea

When consumers are finished reading about the ingredients and other information about their desired drink, they can find the nearest Starbucks location to try it out.

Consumers can also find the closest location to get their drink

“The best part of what they’ve done is how they organized the experience,” Mr. Limongello said.

“They’re featuring the product and giving people a choice – you want to start with the easiest decisions,” he said. “It starts light and gets heavier.”

Final Take
Rimma Kats, staff reporter on Mobile Marketer, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Advertising, Tom Limongello, Crisp Media, Starbucks, Pandora, mobile marketing, mobile

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Comments on "Starbucks drives summer drink sales via targeted mobile campaign"

  1. iacopo carreras says:

    July 19, 2012 at 6:00pm

    Great article! I think this is another great example of how offline-to-online (and in particular QR codes) can lead to effective multi-channel marketing campaigns. It is about interactions, not only brand awareness or access to content. When going for this approach, a precise (and measurable) interaction should be pursued. Whether it is driving foot traffic or providing special offers. And this is the kind of approach that we are aiming at (from a platform perspective) at sqrmap. And I think there is much more you can do when exploiting the momentum (and interest) of users scanning a QR code.