Starbucks has emerged as one of the leaders in mobile commerce and its latest scheme is aimed at driving sales of its Frappuccino drink during the summer months.
The campaign started with a Facebook post asking people to text ‘Straw’ to 22122. Another prompt to get involved appeared in its iPhone app.
Shoppers who sent a text got a reply telling them to ‘stay tuned for Frappuccino fun all summer long’. So far, the campaign has sent participants two animated images of cats – always popular, especially among the young consumers it is targeting – and coffee drinkers who opt in will receive up to six text messages a month.
The campaign is another example of Starbucks’ ability to lead the pack in mobile. Its app is lauded because it allows shoppers to pay for their coffee and collect rewards, and this shows it is also thinking carefully about how to use content on smartphones to increase engagement and loyalty.
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