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Starbucks refreshes summer campaign with QR codes

Beverage giant Starbucks is using QR codes to help spread the word out about its new summer refreshers.

The company has placed the mobile bar codes on leaflets, which can be found at its in-store locations.

The leaflets promote the new beverages and show consumers how Starbucks has reinvented coffee.

"Starbucks use of QR Codes has become an important part of their marketing strategy," said Mike Wehrs, CEO of ScanLife, New York. 

"The platform is used to deliver app downloads, provide more detailed product information, and to engage customers in social media," he said.

"They understand that when used correctly, the technology deliver valuable content to a customer based on what that individual needs at the time." 

ScanLife is powering this mobile initiative.

Starbucks did not respond to press inquiries.

Coffee on my mind
When consumers scan the QR code, they are taken to a mobile-optimized page where they can discover a new way to experience coffee.

Consumers can also learn more about the new Starbucks refreshers and see what new products are available.

Starbucks is also incorporating social media such as Facebook and Twitter within the mobile ad.

By marrying social media and mobile together, Starbucks is letting consumers interact with the company on a much deeper level. 

Additionally, Starbucks is using Instagram to help promote its new beverages.

Users can tag their Instagram photos with #starbucksrefreshers to share them.

Marketers constantly have a love/hate relationship with QR codes, but with this new campaign, Starbucks is proving that the medium is effective in driving brand awareness.

Past efforts
Starbucks is no stranger to mobile.

Earlier this year, the coffee giant ramped up its mobile strategy and encouraged consumers to sign up for its My Starbucks Rewards program via an in-store call to action (see story).

In addition, 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 is also handed out bookmark fliers to consumers that not only include a coupon, but also feature a QR code (see story).

Most recently, Starbucks let coffee lovers learn more about its blended beverages and see how others remixed their favorite drinks via a mobile advertising campaign (see story).

"Starbucks really thought through the entire experience from the look of the code to the mobile content delivered," Mr. Wehrs said.

Final Take