Starbucks Launches Second Annual Starbucks for Life Campaign

The coffeehouse chain rewards members through an online game that encourages frequent purchases during the month.

December 16, 2015

SEATTLE – Starbucks has once again offered its loyalty card holders the chance to win free Starbucks for the rest of their lives, along with bonus stars toward free beverages, Mobile Commerce Daily reports. More than 13 million consumers entered the 2014 Starbucks for Life campaign. And this year, seven customers will win the grand prize of free Starbucks for life. Each purchase made with a Starbucks Rewards card or app gives the customer one instant win game play.

“Brands recognize the value of rewards in attracting audiences and building deeper relationships with their consumers,” said Joline McGoldrick, vice president of research at Millward Brown Digital. “Through this initiative, Starbucks advances three objectives by increasing usage of the app among existing users, incentivizing new users to download the app and boosting customer affinity by offering an additional reward for purchase. While it may not directly increase sales, it does continue to build the Starbucks brand and further promotes the Starbucks app as a form of payment.”

With the game played during the holidays (Dec. 8 through Jan. 11), Starbucks is hoping to grab more of the Christmas spending this year. “With the sweepstakes, Starbucks is able to reach out to a broader audience by welcoming in more consumers into the Starbucks reward program [with a simple sign-up],” said Alicia Park, a Vivaldi Partners Group brand analyst. “The sweepstakes has become incorporated into the consumers’ daily routine and as a result, this interaction will build Starbucks’ brand. Starbucks understands our need to take time and chat over coffee with a family member or friend; they understand our desires and therefore will have a better understanding of where they can increase share of mind along the consumer decision-making process.”

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