Starbucks Ice Cream
Overview
Starbucks® Ice Creams are super premium desserts that anyone can enjoy from the comfort of their home. Our challenge at Story was to foster a culture of sharing around this indulgence through both online platforms and email. And, in an effort to drive trial of their new Java Chip Frappuccino, we treated the audience to savings and detailed, easily-accessible product information.
Starbucks Ice Cream
Share A Pint
For a 2009 campaign, Story was charged with engaging Starbucks® fans on social networks to drive traffic to StarbucksIceCream.com. “Share A Pint,” a Facebook-specific application, invited fans to spread the love (conveniently represented by a free container of their premium ice cream) with a friend or family member. In the process, the social media-minded promotion drove a new breed of ice cream lover to the brand’s variety of frozen treats.
Starbucks Ice Cream
Spreading the word by email
Story’s strong tradition of digital marketing helped us win over another Unilever brand when it needed to re-imagine its digital presence. With Starbucks®, we used email messaging to deliver coupons as well as information on new Starbucks® products. Staying true to its super premium tone, we developed sensory emails every other month to share the news at Starbucks®.
