Starbucks: The Summer Game
Starbucks asked our team at Ogilvy for a summer promotion that would both impact sales (summer is traditionally slow for the company) as well as drive loyalty. But instead of proposing advertising or a traditional CRM/email campaign, we created something more engaging: an in-app mobile board game encouraged Starbucks fans to explore different stores and menu items. By using data from a customer’s order history, we were able to suggest new drinks to try, new stores to visit--and rewarded them for doing so.
The results: 150k new rewards members and a 30% increase in store visits during non-peak hours.
The game was such a success and drove so much business over the summer that it’s become an annual event for the brand