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The Challenge
- Increase loyalty to Starbucks' range of beverages, food and coffee-oriented merchandise by encouraging use of the Starbucks Card.
- Generate trial by encouraging Starbucks Card-carriers to reload their Cards and sign up for automatic re-loads either at retail stores or online.
The Solution
- Launch the "Starbucks Stirs You, Vespa Moves You" Sweepstakes by celebrating Italy, the birthplace of the Vespa and the inspiration behind Starbucks coffeehouses by motivating US and Canadian customers to register or reload specially designed Vespa Cards in order to be entered into the Sweepstakes.
- The program was supported with print ads featured in the New York Times daily newspapers and Sunday Magazine, in-store point of sale (posters, banners, counter cards, brochures, table tents, Vespa Motor scooters on display in selected stores), online banner ads and on the Internet. In addition, all Vespa retail outlets displayed merchandising materials.
The Results
- Over 2.5 million sweepstakes entries (Card reloads, redemptions and write-in entries) were logged by the end of the promotion.
- Daily Card registrations increased more than 230 percent.
- The Vespa-themed Starbucks Card was the fastest selling Card to date.
- The day the promotion launched, Starbucks.com experienced a record number of visits from loyal customers.
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