Starbucks revs up marketing efforts for Frappuccino beverages via interactive mobile ads
By Rimma Kats
May 30, 2012
Starbucks is letting coffee lovers learn more about its blended beverages and see how others remix their favorite drinks via a new mobile advertising campaign.
The coffee giant is running the mobile ads within the Ology iPhone and Android application. Additionally, the updated Ology app has been released within the Zumobi network.
“Ology can offer brands an immersive advertising experience that is organic and complementary to the app design,” said Marla Schimke, vice president of marketing at Zumobi, Seattle.
“This provides a way for brands to truly connect with and engage their audiences on mobile devices in an interactive, non-intrusive way,” she said.
The Starbucks mobile banner ads are featured throughout the homepage.
The Starbucks mobile ad
The mobile ad features the company’s Mocha Cookie Crumble frappuccino and entices users to create their Starbucks remix.
When users tap on the mobile ad, they are redirected to Starbucks’ mobile landing page which promotes its frozen beverage treat.
There, consumers can browse different blended beverages, find the nearest Starbucks location and share their favorite drinks with friends and family via social networks such as Facebook and Twitter.
Additionally, consumers can view the remix gallery to see what delicious sounds like, per Starbucks.
For example, users can see what others are putting into their remixes, such as items that inspire them and vote for their favorite ones.
Users can also visit http://www.frappuccino.con to create their own remix.
Starbucks has been gradually building its mobile efforts over the past couple of years.
Earlier this year, the company ramped up its mobile strategy and encouraged consumers to sign up for its My Starbucks Rewards program via an in-store call to action.
Via the My Starbucks Rewards program, consumers can earn rewards when they pay with their Starbucks Card. Free drinks and refills are one of the perks of the program (see story).
Most recently, Starbucks let coffee lovers find their favorite roast via a campaign that incorporated mobile bar codes.
The company promoted its coffee roast such as Blonde, Medium and Dark in its in-store locations.
Starbucks also handed out bookmark fliers to consumers that not only include a coupon, but also featured a QR code (see story).
By running mobile ads through the Ology app, Starbucks is able to reach a wide array of users.
Additionally, but offering them a way to engage with the brand – in this case by creating their own remix – Starbucks is able to interact with users on a deeper level.
“Mobile ad revenue is on the rise, with recent reports claiming that more than $1.6 billion was spent on mobile ad placements just last year,” Ms. Schimke sad.
“While the market is catapulting forward, the content and quality of ads is simply not keeping pace,” she said. “We cannot just extend online creative to mobile.
“Marketers and content providers must be prepared to meet consumer expectations on the mobile screen or face getting left behind.”
Rimma Kats is associate editor on Mobile Marketer, New York
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