Some people love Starbucks and others hate it, citing a brand that has expanded too much and become too "corporate." But make no mistake about this -- the two authors of Trend Sage love Starbucks (exhibit a and exhibit b).Starbucks has impressed me once again with its digital prowess. This time it's via a Facebook app that lets users give a coupon for a free pint of Starbucks Ice Cream to one friend.
The effort has a benevolent component to it that Starbucks has employed in other online efforts - you're urged to give the ice cream to a friend. However, the brand claims they'll make no judgment if you happen to send yourself the ice cream coupon, instead. I swear I gave mine away, though. You believe me, right? Right?
After you pick a friend to send the coupon, you can let Facebook friends know about the promotion with a little Starbucks-created blurb that shows up on your wall and on friend's Facebook home pages. This effort strikes me as a brilliant way to generate awareness and create buzz around a product. It's also a fantastic way to engage consumers with a brand on Facebook.
Caramel Macchiato ice cream is definitely calling my name now. Gotta go.
- posted by Hillary Hempstead
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