Brand Focus is a series of posts that explores the mobile strategies and executions of the most active brands in mobile today.

1. 9 Great Mobile Ideas from Starbucks

2. Starbucks is the world’s largest coffee
chain in the world.

3. It opened its first store in Seattle’s
historic Pike Place Market in 1971.

4.
Today, it has more than 18,000 stores
in 62 countries!

5. It is one of the world’s most loved brand

6.
And a leader in mobile marketing

7. Starbucks adopted a “mobile-first” strategy

8. 2010 Mobile Marketer of the Year

9. 2010 Mobile Marketer of the Year &
2012 Mobile Marketer of the Year

10. And used mobile for

11. And used mobile for
# 1 Brand Building

12. And used mobile for
# 1 Brand Building
# 2 Drive Sales

13. And used mobile for
# 1 Brand Building
# 2 Drive Sales
# 3 Foster loyalty

14. #1 Brand Building

15.
Instagram

16. Starbucks is currently
one of the top brands in
Instagram now

17. 2.07M followers!

18. Its #Starbucks Hashtag
has over 9M posts

19. How?

20. # 1 Beautiful
photography

21. # 1 Beautiful
photography that
doesn’t aim to sell

22. # 2 Empowering fans

23. Colour_me_creative
is a teenager from New
Zealand

24. With more than
900,000 followers

25. Frequent regrams from
Starbucks

26. # 3 Behind-the-scenes
content

27. Twitter

28. Share and vote for your
favorite #Sipface

29. Goal: Promote the
Frappuccino Happy
Hour!

30. Still hundreds of entries
coming in

31. Check it out at http://
frappuccino.com/en-us/
campaign/sipface

32.
Interactive mobile ads

33. Pandora App- mobile
ad

34. Goal: Promote blended
drinks

35. Ad expands for more
content

36. “Starbucks Signature”Tablet Ad

37. Banner ad (left)
Expanded ad (right)

38. 1. Pick your cup
2. Draw to customize

39.
Augmented reality

40. How can Starbucks
surprise during
moments that matter?

41. Augmented reality cups
for Christmas

42. Scan cups with your
app to bring them to life

43. Collect all 5 Starbucks
holiday cup characters

44. Augmented reality cups
for Valentine’s Day

45. Send eGifts and
Valentine’s messages

46.
Interactive SMS

47. Starbucks sent a trivia
question to an opt-in
database via SMS.

48. Incentive: The Great
Gatsby soundtrack!

49. Two-way messaging
beats passive texting

50. Starbucks detects
smartphone users

51. To send additional rich media content
Embedded 11-second
video of #SipFace

52. Starbucks experimented with
different mobile technologies to
build their brand.

53.
#2 Drive sales

54. Starbucks process
over 5 million mobile
payments each week

55. Mobile payments are
now 30% of total
payments

56.
How?

57.
Pay via mobile app

58. Pay without cash!
Step 1: Sync Starbucks
Card to your app

59. Pay without cash!
Step 2: Open your app
at the counter

60. Pay without cash!
Step 3: Scan to deduct
purchase from your
account.

61. Reload your Starbucks
card in-app

62. Even send gift cards!

63. Location-based Offers

64. Starbucks partnered
with UK mobile
operator, O2

65. And Placecast, a
location service platform

66. To build 800 geofenced areas in the UK

67. Starbucks then sent
targeted SMS offers

68. To opted-in O2
subscribers in the geofenced areas

69.
Mobile wallet

71. One of the earliest adopters
of Square, a mobile wallet /
mobile POS system.

72. Pay without taking out
your wallet

73. Or discover nearby
merchants!

74.
Twitter Commerce

75. @tweetacoffee Gift
Service

76. Goal: Increase sales
and engage Twitter
users

77. Step 1:Connect your
Starbucks and Twitter
account.

78. Step 2: Tweet a friend!

79. Step 3: Friend gets a $5
Starbucks eGift.

80. RESULTS: In less than 2
months

81. 32% of the purchases were
made on the first day.

82. By enabling consumers to pay
with their mobile, Starbucks
opened up new sales channels.
Read more about the
campaigns here and here.

83.
#3 Foster loyalty

84.
Mobile Apps

85.
Starbucks’ app has
more than 7M users

86. Earn stars for every
purchase and upgrade your
membership.
Higher membership = more
freebies and perks!
Use the mobile app to
track rewards

87.
SMS promo
notifications

88.
Push notifications

89. Lastly, it’s all about the in-store experience!

91.
“WiFi access makes work time, downtime,
travel time and lots of in-between times
more enjoyable and productive. ” - Google

92. Starbucks used mobile to fulfill its
mission of giving excellent service
to its customers.

93. by
Explores the most active brands in
mobile today.

94. by
Explores the most active brands in
mobile today.
Stay tuned for the next
Brand Focus!

95. For more mobile
case studies, visit
mobext.ph/blog

96. Thank you!