A Smart Integrated marketing Attempt by Starbucks:
Starbucks and Apple are expanding its unbeaten “iTunes Pick of the Week program” which now will include iPhone applications, extended samples of books from the iBookstore, television episodes and other media types. Each week Starbucks customers will get new Pick of the Week cards at nearly 8,500 Starbucks operated and licensed stores which are redeemable for the complimentary iTunes store entertainments. The explosion of app downloads and digital versions of books will lead these customers to discover contents that they already love through Starbucks Digital Network .Starbucks will offer customers the premium music identifying Shazam Encore application on August 23 followed by feature EA and Firemint’s SPY mouse game. Apple and Starbucks will then jointly select each week’s application or media offering. This expansion of the previously successful program is done to enhance their customers experience through content. This concept was innovated by engaging customers through social media. Starbucks will continue to refresh its weekly iTunes music offering online via Starbucks Digital Network.
How successful this new campaign will be in US, we do not know that yet.Lets see. One of the observations of this program is Starbucks should offer the apps through their SDN, else it might create a confusion."The music card placements in stores are hit-and-miss, and get emptied out very quickly." What other suggestions you guys have to make this program a sure shot?
I like this idea, and not too sure it will create confusion. We have seen a few examples in the past of quite successful campaigns where two brands get together to create something usually quite unique.
ReplyDeleteRoss
thanks Ross. i also think its a great idea as collaborative marketing hardly fails. do you know any collaborative marketing campaign that failed? The "confusion" part was a random comment on this promotion by n US consumer, so i thought i must not neglect that as many might think alike.
ReplyDeleteI guess this idea will be successful if the "give-aways" are consistent with the Starbucks brand. I actually like the idea of the Shazam app, as Starbucks always play music, and the app will help their customers to identify the music track... an obvious connection to Starbucks.
ReplyDeleteMaybe they just need to manage the distribution of the cards a little better? One card per drink, maybe?