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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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另类星巴克:移动营销的咖啡大师  

2013-01-21 18:35:17|  分类: 默认分类 |  标签: |举报 |字号 订阅

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大家都在谈移动营销,都在费劲巴拉搞 mobile marketing。可以搞来搞去, 总觉得不过瘾啊。无论是APP营销,mobile ads, AR/VR, 哪个是不好大把钱的,那一个不是因为技术原因让好的想法躺在PPT上不见本尊。 

Starbucks App












































但是,移动营销有一个奇葩就是星巴克。Markerting的经费绝对不多,但是他们的案例总会让你有惊喜。从远古的星巴克geomarketing手机签到打折到现在的早餐半价闹铃APP。你或许觉得这些都是小打小闹,但是扛不住用户买单。星巴克平均的APP打开率高过30%,一般企业应用还有大多数游戏或者商业应用能到20%就不错了。

Starbucks








星巴克与360度

What makes Starbucks a clear winner is the company’s comprehensive, 360-degree mobile marketing strategy that offers a number of different functions and creates an ongoing relationship between the brand and its customers.

Instead of putting its focus on one single channel, Starbucks makes sure it has a presence on each and every one.

Take SMS, for example, which is arguably one of the most effective channels marketers can use to build an ongoing dialogue with consumers and drive brand engagement.

Over the past year, Starbucks has used SMS quite a bit, not only to build its My Starbucks Rewards program, but also to keep opted-in consumers in-the-know about the latest offers and discounts.

SMS is at the heart of the coffee giant’s My Starbucks Rewards. To participate, consumers are encouraged to text the keyword GOLD to the short code 697289. 

Furthermore, to drive as many opt-ins as possible, Starbucks has relied on in-store signage and email to help ramp up its SMS program efforts.

Through the My Starbucks Rewards program, consumers can earn rewards when they pay with their Starbucks Card. Free drinks and refills are one of the perks of the program.

EQ好,QR自然就用的好

The company’s approach to QR codes is quite different than other marketers. Instead of placing them on anything and everything, Starbucks strategically positioned the mobile bar codes where they would be visible to consumers.

To promote its Blonde, Medium and Dark roasts earlier this year, Starbucks placed QR codes on bookmark fliers that were handed out to consumers.

When scanned, the mobile bar codes took coffee lovers to the company’s mobile-optimized site where they were able to watch a video and learn more about the company’s coffee.

Most recently, Starbucks used QR codes to help spread the word out about its Verismo products, as well as let consumers buy the products via their smartphones after they scanned the mobile bar code.

比较浪费钱的Augmented Reality也用过

Instead of simply using one interactive technology, such as QR codes, to drive consumer engagement, Starbucks also dipped its toes in augmented reality.

Last year, Starbucks introduced an augmented reality app to bring its holiday red cups to life. The company continued its push on Valentine’s Day to once again, bring its limited-edition hot cups to life.

The initiative was a smart move on Starbucks’ part because it let consumers interact with their coffee cups in a new and interesting way.

IQ高的品牌知道,总重要的是last mile: 星巴克的Mobile Payment 

Another factor that sets Starbucks apart from other marketers is the company’s involvement in mobile payments. The coffee giant is one of the biggest players in mobile commerce.

Starbucks unveiled its mobile payments and loyalty application in 2010. Using the Starbucks Card mobile app, consumers can check their balance, reload their card and view transactions.

Initially, the program started with 16 select Starbucks stores in Silicon Valley and Seattle and at any U.S. Target Starbucks store and expanded to 6,800 company-operated stores a year later.

As of November(2012年,编辑加), Howard Schultz, president/CEO of Starbucks, announced the company is seeing more than 2 million mobile payment transactions occur every week.

With its integration in Apple’s Passbook, Starbucks has no doubt proved that it is a leader in the mobile payments space and competitors such as Dunkin’ Donuts(这家公司的大家也可以关注下,都是花巧钱办大事的主) are following in its footsteps and rolling out their own mobile payments app.

Mobile advertising and mobile apps round out the company’s comprehensive, 360-degree strategy.

Holiday marketing 做的最好的是把乐带回家吗? 不。只JY木有实惠的campaign 都是耍流氓

For every holiday, occasion and new product, Starbucks uses mobile advertising.The coffee shop chain realizes the potential of the channel and continues to turn to it to drive in-store traffic, sales and awareness of new products. 

Moreover, the Starbucks has mobile apps on a variety of platforms such as iPhone, iPad and Google Play, which are continuously refreshed to keep consumers up-to-date.

另类星巴克:移动营销的咖啡大师 - liblog - Liblog:the 9th media


小打小闹之后看一个星巴克大案例: Starbucks My Rewards Program

Starbucks is all about loyalty and the My Rewards Program takes that to a whole other level.

The coffee shop chain has enlisted in SMS, email, mobile advertising and in-store signage to get consumers to sign-up for its program.

The initiative is the ideal way for the company to build its database and continue an ongoing dialogue with customers.

另类星巴克:移动营销的咖啡大师 - liblog - Liblog:the 9th media

The Starbucks My Rewards Program is part of the company’s constant effort to drive consumer engagement.

To sign-up for the program, consumers can either text the keyword GOLD to the short code 697289 or go to the company’s mobile site to sign-in or create an account.

When users register their card they can protect their balance in case their card is stolen, earn rewards with each transaction, set up Auto-Reload for their card, view transaction history and transfer balances between their cards.

Furthermore, consumers can also download the My Rewards iPhone and Android application to keep up with their account.

很多人都看这个项目简单,那是因为他们不懂什么是moble marketing. 


下面是两个钱多点子好的两个案例。课后作业如下: 

1 Taco Bell 和星巴克都使用大热的AR,而且Taco Bell还使用了大牛Instagram,你觉得谁家mobile agency 的办公室是在风景如画,有健身房按摩椅的创意别墅? 

2 麦当劳和星巴克的移动营销策略有何不同?你觉得谁家的CMO是来自于传统广告的大叔(没有钱多人傻的意思)?谁家的mobile gamification 做的更好?


案例1 : Taco Bell “Doritos Locos Tacos”

Taco Bell went all out to promote its Doritos Locos Tacos products.Simply using one channel was not enough for the Yum Brands-owned fast food giant. Taco Bell used mobile advertising, QR codes, augmented reality and Instagram to help spread the word out.

Taco Bell used augmented reality within its mobile app to promote the company’s Doritos Locos Tacos and elevate the user experience through technology. Consumers were able to connect with the brand through the app’s Buzz Finder. Consumers were encouraged to hold their mobile device to Taco Bell's soda cups or the Doritos Locos Tacos box and the products were brought to life.

The fast feeder also placed QR codes on its packaging to offer exclusive content from artists that performed at the Hype Hotel. Those not attending were still able to view performances by scanning the mobile bar codes featured on the Doritos Locos Tacos holsters, which led users to exclusive video content showcasing performances from the Hype Hotel.

Furthermore, Taco Bell used Apple’s iAd network to roll out a campaign that incorporated social media and location-based technology to drive consumer engagement. The Taco Bell iAd featured several messages including, “A base was stolen in the World Series, so America Gets,” “Stolen=Free Tacos” and “#FreeDoritosTacos.”

When users tapped on the mobile ad, they were encouraged to get a free taco. Additionally, the ad let consumers set a reminder by adding the event to their device’s calendar.  

另类星巴克:移动营销的咖啡大师 - liblog - Liblog:the 9th media

Finally, Taco Bell ran an Instagram campaign that let users win prizes by snapping pictures of their favorite meals.

The Taco Bell Instagram campaign was the last piece of its Doritos Locos Tacos piece. The campaign encouraged consumers to tag their Taco Bell meals with the hashtag, #livemascontest. To participate in the campaign, users had to register to enter on Taco Bell’s Web or mobile site by filling out contact information and their Instagram username.

Once registering and submitting a tagged photo, consumers were entered to win grand prizes including a trip to the Taco Bell test kitchen, a $5,000 scholarship towards college or trips to either Pacifica, CA, for surfing lessons or Seoul to visit Taco Bell's South Korea location. Daily prizes include a year’s worth of Doritos Locos Tacos, gift cards and T-shirts.


案例二 Mobile Advertiser of the Year: McDonald’s(同出于Emarketer 的年度移动营销大奖)

When it comes to mobile advertising, no one does it better than McDonald’s.

While many marketers think static banner ads, which lack in creative, make a mobile advertising campaign effective, McDonald’s thinks outside the boxWhat makes the fast food giant stand out is its ongoing drive to offer consumers something new.

To date, McDonald’s has run six iAd campaigns, as well as several rich media and interactive initiatives.McDonald’s is a clear winner because it is not afraid to try its hand at something new.

Take its iAd campaigns, for example.

While many marketers test out Apple’s iAd only once, McDonald’s has continually tapped the ad network to promote its products and taken advantage of the device’s capabilities to offer a more interactive experience.

McDonald’s has used mobile advertising to promote a variety of products including its CBO sandwiches, extra-value menu items, McRib sandwich, chicken nuggets and  blueberry banana nut oatmeal. Each mobile advertising campaign was better than the other.

Many times marketers run the same mobile advertising campaigns, which feature the same creative. But that is what sets McDonald’s apart.

另类星巴克:移动营销的咖啡大师 - liblog - Liblog:the 9th media

When consumers tap on a McDonald’s mobile ad, the experience is like no other.

Earlier this year, the marketer ran a mobile ad campaign that enticed users to try the company’s dollar menu items by playing a word scramble game.Consumers were encouraged to unscramble words by dragging their fingers across the screen. Each word was associated with an item off of the McDonald’s dollar menu.

In October, McDonald’s incorporated video into its mobile ad initiative, which promoted its 20th Edition Monopoly campaign.

Most recently, McDonald’s dipped its toes in rich media to help spread the word out about its 20-piece chicken nuggets. When users tapped on the mobile ad they were redirected to a mobile landing page that featured a football field, the company’s chicken nuggets, as well as a screen that continually blasted different messages including “Grab It,” “Dunk It” and “Score.” (有点mobile gamification 的意思了)

From there, consumers were able to learn more about the company’s products, check out current promotions and browse the McDonald’s menu to check out sandwich, salad, snack and beverage items. (这些有毛用啊?)

It is evident that McDonald’s understands mobile and by constantly running mobile ads, the fast feeder is showing that it is always one step ahead of the game. (CAO)


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