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Starbucks Uses SMS To Promote Frappuccino Happy Hour

Starbucks sent me an e-mail saying…Starbucks SMS Happy Frappucino Hour

They did a great job here with the integration of media channels.  First, an e-mail, 2nd, if I opted in, I get an SMS, & 3rd, (here’s the bonus) there’s a contest involving social media!  Talk about pushing your audience to where you’d like them to go.  I give them a lot of credit for this one because it’s a 10day campaign & if you don’t like Frappuccinos then you might be tempted to try one for 50% off.

Everyday I got a SMS reminder that it was Frappuccino Happy Hour from 3-5pm.  Some days they sent the message around 3pm, & others I got the message around 12pm.  I thought they did a great job testing different times.  Plus, they advertised a new Frappuccino recipe as well.

The contest was cool as well because all you had to do was snap a photo of your favorite Frappuccino & upload it to either Instagram or Twitter & you could win a myriad of prizes.

In conclusion, I’d call this campaign a huge success.  I’d still like to see the opt-in & sales #’s but since I’m not in Starbucks corporate, I’m willing to bet they won’t be sharing those #’s with me.  Cheers!

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  1. #1 by robdrummondmme on May 16, 2012 - 4:30 am

    I think this is really promising. They have experimented with similar campaigns in the UK, most recently an ‘introduce yourself’ campaign, offering a free latte (http://www.youtube.com/watch?v=Vtr0c6oVvSM).

    My criticism is that these campaigns seem a little ad hoc and experimental, they would do better to dive in, ask me for more permission, and make better use of my contact details by regularly sending me relevant offers.

    Still, it makes a promising case study of how to do things properly.

  2. #2 by tribalstylemarketing on May 16, 2012 - 10:10 am

    I see what you’re saying but I also think if you received that e-mail I showed, & were *not* interested in Frappuccino Happy Hour, then you did not opt-in. Thereby qualifying in or out. That’s how they figured if it was a relevant offer to send. I’m also on the general SMS SBUX list as well so I think they’re doing a great job at segmenting their lists.

    Thanks for the comment & link to that video, I hadn’t seen that before. I don’t think they tried that here in the US. I’ll take a Free Latte anytime!

  3. #3 by Garth Beyer on May 22, 2012 - 5:58 pm

    A really genius idea. I didn’t get the SMS update though. (My girlfriend works there) Can’t beat word of mouth. I am sure they got an intense load of data to work off of for future promotions. I was a dork… I uploaded a picture even before the happy hour promotion started.

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