Starbucks Brewing SMS Campaign for Summer Marketing

Starbucks Brewing SMS Campaign for Summer MarketingLong sunny days and refreshing foods and beverages were meant for each other, says Starbucks. This is especially true at the ubiquitous java giant, which is bringing unique flavors to customers around the world during warmer months.

To help get the word out about everything from its savory new Lúcuma Crème Frappuccino to the presumably irresistible Banana Frappuccino, Starbucks is one again going mobile – a territory it knows well and, arguably, has mastered.

Starbucks is riding the multi-channel marketing wave with its new SMS and MMS campaigns this summer as it launches mobile calls-to-action for “Frappuccino Fun All Summer Long.”

“Starbucks has launched its new SMS and MMS opt-in program with call-to-action messages appearing on Twitter, Facebook, and within the company’s own application,” explains Christine Kern of Retail Solutions Online. “The messages ask consumers to send a keyword to an opt-in number in order to receive up to six SMS and MMS messages per month. The campaign is the latest in Starbucks’ mobile strategy that has also included an SMS trivia contest and a similar campaign last summer.”

This week, as Starbucks announced its Q2 earnings results, the company also confirmed its steadfast commitment to mobile for customer service, marketing, and communications.

“While many retailers — including many food and beverage QSRs — continue to grapple with how to navigate these shifts, Starbucks’ record Q2 results unequivocally demonstrate how the investments we’ve began making years ago to create the world’s premier portfolio of digital, social and mobile technology assets are paying off, and in a very big way,” said Howard Schultz, CEO of Starbucks. “Our integrated gift card, loyalty, social and mobile platform is bar none the largest and most successful in the world.”

To learn more about the beverages behind Starbucks’ forthcoming mobile marketing efforts, click here.

This post was written by:

- who has written 6751 posts on Mobile Marketing Watch.

Contact the author