Coffee juggernaut launches promotion that allows Foursquare 'mayors' of each location $1 off Frappuccinos.
Starbucks earlier today launched its first promotion on the geo-location service Foursquare, offering "mayors" of each location $1 off their Frappucinos. Running through June 28, the promo comes as part of the coffee retailer's "however-you-want-it Frappucino" campaign that kicked off last week.
Lisa Passe, spokesperson for the Seattle-based company, said the Foursquare offer was unveiled via Twitter to the brand's nearly 900,000 followers around mid-day Eastern Standard Time. A grand majority of Starbucks' 11,000 U.S. locations will participate, Passe said. "The locations-based applications are very unique in the sense that you have this intersection between the digital world and the actual tangible store," she explained.
Starbucks had already been letting Foursquare users earn virtual badges, but there wasn't a reward involved. Badges and mayor titles are awarded for having more "check-ins" than other players who visit establishments. Thousands of entities have launched the free-to-use Foursquare business pages, especially local restaurants, nightclubs, retail stores, etc.
Starbucks joins NBC, Pepsi, Conde Nast, and The History Channel as big brands that have recently latched onto to the geo-social platform to engage the mobile audience. The coffee retailer's timing is also interesting because it has 7 million fans (or "People Who Like") on Facebook, which plans on launching a geo-locations service of its own in the coming weeks.
Follow Christopher Heine on Twitter at @ChrisClickZ.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.