9 Great Mobile Ideas from Starbucks

2,770 views

Published on

Brand Focus is a series of posts that explores the mobile strategies and executions of the most active brands in mobile today.

Published in: Marketing
1 Comment
19 Likes
Statistics
Notes
No Downloads
Views
Total views
2,770
On SlideShare
0
From Embeds
0
Number of Embeds
318
Actions
Shares
0
Downloads
236
Comments
1
Likes
19
Embeds 0
No embeds

No notes for slide

9 Great Mobile Ideas from Starbucks

  1. 1. 9 Great Mobile Ideas from Starbucks
  2. 2. Starbucks is the world’s largest coffee chain in the world.
  3. 3. It opened its first store in Seattle’s historic Pike Place Market in 1971.    
  4. 4.   Today, it has more than 18,000 stores in 62 countries!
  5. 5. It is one of the world’s most loved brand  
  6. 6.   And a leader in mobile marketing
  7. 7. Starbucks adopted a “mobile-first” strategy
  8. 8. 2010 Mobile Marketer of the Year  
  9. 9. 2010 Mobile Marketer of the Year & 2012 Mobile Marketer of the Year  
  10. 10. And used mobile for
  11. 11. And used mobile for # 1 Brand Building
  12. 12. And used mobile for # 1 Brand Building # 2 Drive Sales
  13. 13. And used mobile for # 1 Brand Building # 2 Drive Sales # 3 Foster loyalty
  14. 14. #1 Brand Building
  15. 15.         Instagram
  16. 16. Starbucks is currently one of the top brands in Instagram now  
  17. 17. 2.07M followers!
  18. 18. Its #Starbucks Hashtag has over 9M posts  
  19. 19. How?
  20. 20. # 1 Beautiful photography    
  21. 21. # 1 Beautiful photography that doesn’t aim to sell    
  22. 22. # 2 Empowering fans    
  23. 23. Colour_me_creative is a teenager from New Zealand
  24. 24. With more than 900,000 followers
  25. 25. Frequent regrams from Starbucks
  26. 26. # 3 Behind-the-scenes content  
  27. 27. Twitter
  28. 28. Share and vote for your favorite #Sipface
  29. 29. Goal: Promote the Frappuccino Happy Hour!
  30. 30. Still hundreds of entries coming in
  31. 31. Check it out at http:// frappuccino.com/en-us/ campaign/sipface
  32. 32.         Interactive mobile ads
  33. 33. Pandora App- mobile ad
  34. 34. Goal: Promote blended drinks
  35. 35. Ad expands for more content  
  36. 36. “Starbucks Signature”Tablet Ad    
  37. 37. Banner ad (left) Expanded ad (right)    
  38. 38. 1. Pick your cup 2. Draw to customize  
  39. 39.         Augmented reality
  40. 40. How can Starbucks surprise during moments that matter?  
  41. 41. Augmented reality cups for Christmas
  42. 42. Scan cups with your app to bring them to life  
  43. 43. Collect all 5 Starbucks holiday cup characters
  44. 44. Augmented reality cups for Valentine’s Day
  45. 45. Send eGifts and Valentine’s messages  
  46. 46.         Interactive SMS
  47. 47. Starbucks sent a trivia question to an opt-in database via SMS.  
  48. 48. Incentive: The Great Gatsby soundtrack!
  49. 49. Two-way messaging beats passive texting
  50. 50. Starbucks detects smartphone users
  51. 51. To send additional rich media content Embedded 11-second video of #SipFace
  52. 52. Starbucks experimented with different mobile technologies to build their brand.
  53. 53.     #2 Drive sales
  54. 54. Starbucks process over 5 million mobile payments each week
  55. 55. Mobile payments are now 30% of total payments
  56. 56.         How?
  57. 57.         Pay via mobile app
  58. 58. Pay without cash! Step 1: Sync Starbucks Card to your app
  59. 59. Pay without cash! Step 2: Open your app at the counter
  60. 60. Pay without cash! Step 3: Scan to deduct purchase from your account.
  61. 61. Reload your Starbucks card in-app
  62. 62. Even send gift cards!
  63. 63. Location-based Offers
  64. 64. Starbucks partnered with UK mobile operator, O2
  65. 65. And Placecast, a location service platform
  66. 66. To build 800 geofenced areas in the UK
  67. 67. Starbucks then sent targeted SMS offers
  68. 68. To opted-in O2 subscribers in the geofenced areas
  69. 69.         Mobile wallet
  70. 70. One of the earliest adopters of Square, a mobile wallet / mobile POS system.
  71. 71. Pay without taking out your wallet
  72. 72. Or discover nearby merchants!
  73. 73.         Twitter Commerce
  74. 74. @tweetacoffee Gift Service
  75. 75. Goal: Increase sales and engage Twitter users
  76. 76. Step 1:Connect your Starbucks and Twitter account.
  77. 77. Step 2: Tweet a friend!
  78. 78. Step 3: Friend gets a $5 Starbucks eGift.
  79. 79. RESULTS: In less than 2 months
  80. 80. 32% of the purchases were made on the first day.
  81. 81. By enabling consumers to pay with their mobile, Starbucks opened up new sales channels. Read more about the campaigns here and here.
  82. 82.     #3 Foster loyalty
  83. 83.         Mobile Apps
  84. 84.         Starbucks’ app has more than 7M users
  85. 85. Earn stars for every purchase and upgrade your membership. Higher membership = more freebies and perks! Use the mobile app to track rewards
  86. 86.         SMS promo notifications
  87. 87.         Push notifications
  88. 88. Lastly, it’s all about the in-store experience!        
  89. 89.        
  90. 90.         “WiFi access makes work time, downtime, travel time and lots of in-between times more enjoyable and productive. ” - Google
  91. 91. Starbucks used mobile to fulfill its mission of giving excellent service to its customers.
  92. 92. by Explores the most active brands in mobile today.
  93. 93. by Explores the most active brands in mobile today. Stay tuned for the next Brand Focus!
  94. 94. For more mobile case studies, visit mobext.ph/blog
  95. 95. Thank you!

×