Want to be the first US or Canadian city to have Starbucks’ pumpkin spice latte? From August 21 – August 24, Starbucks will be having a competition to reward a city first access to their pumpkin spice latte but only if they can earn enough points and beat out the rest of the cities. Fans of Starbucks’ Facebook page will be able to compete to earn points in a variety of ways: social sharing through Facebook and Twitter, daily challenges of trivia/word searches, and creative challenges where people can share images of their city and even poetry about pumpkins. Last year, Chicago and Calvary earned the coveted first taste of Starbuck’s autumnal special. How dedicated are you for a seasonal beverage?
It is really interesting to apply the SAPS model to Starbucks’ campaign, as Gabe Zichermann often explains the allure of status with the example of skipping the line at the coffee shop:
via Mashable
I’m bummed! I didn’t hear about this Starbucks campaign at all and I frequently visit my local Starbucks every other day. Too bad they didn’t tie the online promotion with the foot traffic they get on a daily basis.
And isn’t that the rub? I think so many offline retailers really fumble with loyalty that bridges the gap between online and off. It’s a real weakness for most of them – and they tend to focus on one or the other solely.
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