Starbucks, following in their increased social media marketing drive, have launched a scheme offering $40 rewards to random customers who check in at one of the chains using Foursquare. This news is the latest in Starbucks’ recent developments in using social media as a platform for advertising; including being part of the first wave of the ‘Promoted Tweets’ revision to Twitter.
The company has previously experimented with Foursquare integration before, offering a discount scheme to customers achieving the ‘mayor’ status in the game at the coffee giant’s numerous branches in the United States. However, issues were exposed with the last campaign; many staff members of participating stores were unaware of the discounts available, having not heard of the campaign at all. This new promotion forms a part of a large 40th anniversary marketing push for the brand.
Foursquare offers users the chance to play a worldwide ‘game’ by checking in to various stores and places throughout the world. It offers rewards in the form of badges, which often carry corporate sponsorship. Starbucks, in choosing to support Foursquare, instead of the geotagging system of social media giant Facebook, is lending credibility to the up and coming platform. With smartphones made by Apple, RIM and HTC among others now supporting geotagging and GPS applications, this relatively untapped market may see exponential growth in the coming months as users grow.
There are 500 rewards to be given out in total, with participants also earning a ‘Tribute Badge’ in Foursquare for checking in.
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