Starbucks is clearly taking mobile messaging to new heights, as exemplified with a recent effort that leveraged SMS and MMS to engage and surprise customers, while also tying into its larger marketing strategy.
The coffee house chain recently sent opted-in users an SMS trivia contest offering a chance to win a prize and encouraging them to sign up to receive summer alerts. Starbucks was then able to determine the kind of device users have so it could follow up with a MMS message containing a short video and information about an in-store Happy Hour special offer.
“Starbucks planned ahead and hit me with a 1-2-3 mobile punch,” said Zach Zimmerman, account manager for mobile at ePrize, Pleasant Ridge, MI. “By teasing with a trivia question, the brand reminded subscribers they were part of the mobile program.