Starbuck's totally sucked me in ... Star Dash #Starbucksforlife

        Starbucks offers free food and drinks!!! Just collect golden stars. 

A user can collect stars for every dollar they spend and once they reach 125, they can get any food or beverage for free. I joined just before Christmas when someone gave me a gift card. During the holidays in addition to stars for every dollar, I played a game to collect more stars – Start Dash. Star Dash allows the user to collect stars for regular purchases but also when they go to the store multiple days in a row, buy certain combinations of food/drinks, purchase before 7am and after 2pm, etc. One of the offers was to take a picture of your favorite item and post it to social media, if your photo was selected you would win Starbucks for life by using the hashtag #starbucksforlife on instagram, facebook and twitter.


         Initially, I thought it was ridiculous until my friends started posting #starbucksforlife, almost daily and I started to get invites to play Star Dash. When my friends were active, I got sucked in. 

I wanted to be in on the excitement too. I have never purchased so many Double smoked bacon and egg sandwiches or visited Starbuck’s after 2pm. Prior to Star Dash and #Starbucksforlife campaigns, I visited once per week. I limited my stops because the Venti Caramel Latte with one equal is $5.21. After starting the game, I was stopping by twice, once for breakfast, ordering the sandwich recommendation that earned the most stars AND then again after 2pm while I studied. The campaign definitely made me more likely to purchase because I didn’t want to be left out and because the stars I collected earned me at least one free item per week – maybe even two. After the holidays when collecting stars went back to normal, so did my limited visits. Currently there is a new star dash and I’m seriously thinking about ramping back up.

Comments

  1. UnknownApril 30, 2017 at 11:21 AM

    Great campaign for a company that has relied mainly on the morning coffee drinker. As Millennials begin to enter the workforce, more companies are starting to see the effects of interactive marketing techniques. Rewarding the consumer with a real tangible offer of free items is a great way to lure a consumer back for more. Creating rewards for the customer also makes them feel special, almost as if the company does care about them. It seems to have worked to get you coming back more than once a day. Who doesn't love free stuff?!

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