Starbucks promotes coffee blend via QR codes

By Rimma Kats

January 23, 2012

Starbucks is letting coffee lovers find their favorite roast via a new campaign that incorporates mobile bar codes.

The company is promoting its coffee roast such as Blonde, Medium and Dark in its in-store locations. Starbucks is also handing out bookmark fliers to consumers that not only include a coupon, but also feature a QR code.

Morning joe
The Starbucks bookmark flier lets consumers find the roast they love the most.

The Starbucks flyer

When consumers scan the QR code, they can vote for their favorite roast.

Consumers can also watch a video to learn more about the company’s coffee.

Using a QR code as a way to have consumers participate is effective, especially in a campaign such as this that encourages consumers to vote for their favorite roast. 

Consumers can vote for their favorite roast

Mobile bar codes are all the rage now and placing them in fliers that are handed out to consumers is a good way to get the word out about a new product.

Additionally, educating consumers that they need to scan the QR code via their mobile device is a good thing, especially since a majority of users are still unsure of what a QR code is or what to do with it.

Past mobile efforts
This is not the first time Starbucks has used QR codes.

Last year, Starbucks used QR codes in various in-store locations around the United States and in popular magazines to promote its new line of Fall coffee products.

The company partnered with Scanbuy for the mobile initiative (see story).

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

Comments on "Starbucks promotes coffee blend via QR codes"

1. Christian Bolz says:

   January 26, 2012 at 4:51am

   Nice campaign. Especially the fact that the customers are voting via facebook might spread the whole idea. This viral effect might be huge at nearly no cost.

2. Barbara Ulmi says:

   January 24, 2012 at 1:39am

   Additionally, it would be smart to add a line below the barcode saying "Can't scan this QR code? Download a scanner free from www.starbucks.com" - as not all users have QR readers on their phones/ built into their phones".