I have been in love with the Starbucks application for quite some time. Anything that allows me to remove a card from my wallet is always a plus. After-all, skinny jeans only have so much room. Duncan Donuts started promoting their application on television earlier this season, about two years later than Starbucks released. I never saw Starbucks promote the application over television because their was no need. Users with a Starbucks card already logged in, there was no need to promote. Users would eventually find out through our account communication with the brand.
The application was just step 2 in their evolving strategy to become entrenched in the users digital life. The Starbucks application features an exclusive inbox for the brand. Brand sends users a message = user open. Why do I open? Because they give away apps and songs on the daily. Starbucks makes their inbox valid and delivers an offering. Now I open my Starbucks app twice, for freebies and to pay for my java.
The season of giving is upon us and Starbucks has delivered a new feature. "Tweet a Coffee" which is brilliant.
Users can now gift through a tweet by syncing your twitter with your Starbucks account. Why is Starbucks offering this? Let's think about it?
- They are finding a valid brand/consumer integration with one of the largest social networks on earth
- Promotion, your tweet is seen by all your followers and all the followers of the user you are tweeting. People begin to ask, what is that? No television commercial needed
- It's easy. Users like easy and people slip up. Bosses forget to send their hard working employees a small gift over the Holidays and boom, tweet sent and gift is delivered. Problem solved
Great execution and communication in the video. Now Starbucks just needs to make it work. The product is still in Beta ;)