One of the things that has always impressed me about Starbucks is the creation of My Starbucks Idea.com. They found a way to use social media to connect with consumers on a personal level, asking them their opinions and requests on everything Starbucks. From ideas about new products to suggestions on how to improve the Starbucks experience, consumers can share, vote, discuss and see their ideas being put into action. With the summer months upon us, Starbucks consumers are thirsty for an ice cold frappuccino, but they have a special request. Why not make frapps to fit everyone’s individual needs? Consumers on My Starbucks Idea.com asked for decaf, fat-free and sugar-free options of their favorite summer treat and Starbucks has delivered! Introducing the new However-You-Want-it Frappuccinos!
Sales of the frozen beverage have been sluggish for Starbucks, so when consumers starting asking for new variations of the frappuccino, a light bulb turned on. The suggestions from consumers inspired the idea to revamp the frappuccino with new ingredients and a big marketing push. First you select your flavor and then customize with a variety of choices like the size, type of coffee, type of milk and topping.
Their marketing efforts range from ads in Rolling Stone to an online make-your-own-video contest using clips from Starbucks and the TV show “Gossip Girl.” On the new frappuccino website, customers can virtually create their own Starbucks Frappuccino, connect with other fans on Facebook and Twitter, find out the nutritional information and learn about Starbucks newest Happy Hour Event, where Starbucks customers can enjoy half priced frappiccino’s between 3 and 5 pm.
The event runs from May 7th-16th and consumers are encouraged to RSVP for the event on Facebook. They can also sign up for daily SMS reminders on their cell phones. The frappuccino website is really an impressive marketing tool and connects the new campaign across a variety of social networking channels. I love Starbucks Frappuccino’s and can’t wait to come up with my own creation! If this all sounds a bit too complicated for you here are some of the more popular options offered:
- Soy Strawberries and Crème Frappuccino® blended crème
- Extra Coffee Caramel Frappuccino® blended coffee
- Mocha Light Frappuccino® blended coffee
Yum! Bring on Happy Hour!
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