Starbucks complements seasonal beverages with mobile

Beverage giant Starbucks is continuing to make a name for itself in the mobile space with a new campaign promoting its hot beverages.

The company is running the initiative within People’s mobile site. Starbucks has used mobile advertising in the past to bolster brand awareness and ultimately increase foot traffic.

"The Starbucks campaign is good for awareness building that the Pumpkin Spice Latte product is back in stores," said Simon Buckingham, CEO of Appitalism, New York.

"However, there is no specific mobile promotion or offer and there is no specific mobile element such as a store locator utilizing location. This campaign looks like an Internet campaign moved to mobile with its limited personalization and engagement," he said.

Mr. Buckingham is not affiliated with Starbucks. He commented based on his expertise on the subject.

Starbucks did not respond to press inquiries.

Seasonal plan
The Starbucks mobile ad reads “Starbucks’ Pumpkin Spice Latte” and encourages consumers to tap on it to expand.

When users tap on the mobile ad, they are redirected to the company’s mobile site where they can learn more about the beverage, which is available for a limited time.

Starbucks has also heavily incorporated social media into the campaign.

There are Facebook, Twitter and Google + tabs that entice consumers to share the new beverages with friends and family and help spread the word.

A mobile campaign such as this is a great way for Starbucks to promote its new offerings and reach consumers no matter where they are.

Additionally, by incorporating social into the marketing mix, Starbucks is able to continue a dialogue with consumers – especially after they are done interacting with the mobile ad. Read More