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.
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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET