Starbucks: Early Bird catches a discount drink
“The early bird,” says an Asian proverb “catches the worm”. Nowadays, Starbucks connects its product to the act of waking up in the morning.
Starbucks has been doing a good job in the social media field. According to Hudson Business Solutions, Starbucks barely spends its revenue on their marketing budget compared to other big restaurant chains. However, when it comes to social media, Starbucks definitely is one of the leaders. It's prominenty represented on Facebook and Twitter, launched a QR code program and remains the focal point of many many apps.
Recently, 2012’s Social Brands 100 was finally published. No surprise, Starbucks was on the list ranking in the top 2.
Starbucks launched a new app, called “Early Bird” recently. The idea is to encourage people to wake up on time. How many times you tend to snooze in the morning? And how many times are you late for school or work because of prolonging sleep by pressing snooze button? There might be a good incentive for you provided by Starbucks.
The app is just like an alarm clock. If the app users press ‘wake up’ instead of snooze, they can earn a discounted coffee or other drink at any Starbucks store within one hour of waking up. Although the original idea is from Berghs School of Communication in Sweden, the smart people at Starbucks decided to use it to connect with target audiences.
The early bird catches the worm; early bird gets a discounted drink :)
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