On May 3rd, Starbucks launched a national Frappuccino Happy Hour campaign that offers consumers half-off Frappuccino's everyday from May 3rd-15th between 3pm-5pm. Given the event based nature of this campaign, Starbucks turned to CalReply to hinge the entire marketing campaign around the “Add to Calendar” functionality, enabling consumers to set calendar reminders for when the happy hour begins, instead of relying on them to commit the dates to memory.
It’s no secret that traditional day/date/time marketing is both inefficient and ineffective, as consumers have busy lives and do not have the time to memorize arbitrary dates of sales and promotions. That’s why CalReply’s platform is so powerful for QSR’s and retailers like Starbucks, as it gives consumers the ability to add these promotions to their calendar so they can plan their day around these events, and be reminded in real-time when it begins. It’s a win-win situation for both the brand and the consumer. The Starbucks campaign has been seeing enormous engagement and high conversion rates, proving just how effective this “Add to Calendar” model can be at driving real-time engagement with a brand.
Starbucks is sending all paid and organic traffic for this campaign to CalReply’s customized calendar landing page, as seen here:
Starbucks has taken a multi-faceted approach to promoting this campaign, utilizing their digital properties, social media pages and paid ads to generate subscribers, which is playing a key role in their success.
Website “Add to Calendar” Button
When a user lands on the Starbucks.com homepage, the first thing they see is a prominent feature about the Happy Hour campaign, with an “Add to Calendar” button as the call-to-action for participating in the event. When users click the button, they are redirected to the CalReply landing page, where they can subscribe.
Social Media Promotion
Starbucks is also leveraging their enormous social media following to drive engagement to the page, posting about it regularly from the official Starbucks and Frappuccino Twitter pages. See an example below:
Starbucks had also added the ability to set reminder from their posts on Tumblr, like the one below:
Starbucks is putting a large amount of paid media spend behind the campaign, running numerous banner ads across web and mobile properties. See an example below:
The online campaign is working hand-in-hand with the in-store promotions for the Happy Hour, which Starbucks is advertising in their physical locations. They have placed numerous banners and stickers around their stores like the one below:
This integrated marketing strategy closes the loop between in-store and online promotions, as consumers may learn about the campaign in-store while grabbing their coffee and then click an ad to add it to their calendar to ensure they don’t forget. This is an extremely effective way of keeping consumers in-the-know about your brand’s offerings, as it gives them a tangible way to remember a promotion they may have seen or heard about in passing.
So far, the Starbucks Frappuccino Happy Hour campaign has been a smashing success, with thousands of consumers around the country signing up to receive reminders. The Starbucks campaign is proving that CalReply’s platform is the ideal solution for QSR and retailers that want to supercharge the effectiveness of their marketing and drive real-time engagement with their brand.