TWEET-A-COFFEE
The most exciting part of working on the Starbucks social media team were the beta product opportunities we got to build with partners. One of my favorites was Tweet-a-Coffee. The idea was simple. Send $5 Starbucks cards to people using Twitter. But creating a user experience to link a person’s Twitter, Starbucks, and credit card accounts was not so easy. We worked with partners to remove steps and clicks. We ended up with an experience as clean and simple as the idea itself.
When it went live, I started tweeting coffees to twitter personalities I’d long admired—but never really met. It was a great example of how brands can use technology to bring people together and make the world feel a little smaller.
RESULTS
27,000 people used Tweet-a-Coffee during the beta
Linked 54,000 users’ Twitter accounts, mobile numbers, and Starbucks customer IDs
32% of users tweeted a coffee on day one
34% of users tweeted multiple coffees
Campaign generated $180,000
CREDITS
Creative Direction // Wade Campbell & Briar Waterman
Content Strategy + Microcopy // Wade Campbell
Film // Adam Patch