Multi-territory Promotion for Starbucks Doubleshot®
To create a cool consumer promotion for Starbucks Doubleshot® Espresso drink. This consisted of two different ‘Get One. Get Going. Get Rewarded’ promotions to run in parallel, depending upon the customer’s location.
In Sweden, the promotion ran from 13 March 2018 to the end of May 2018. Consumers were invited to share a photo of their Doubleshot drink. To participate in the competition, they had to text a keyword and part of the barcode printed on their Doubleshot can. We validated it, sent a note of thanks along with a web link where the customer could upload a ‘creative’ photo of their Doubleshot purchase. These images were judged by Starbucks against a number of criteria: image quality, creativity, and how engaging and interesting the judges considered the image to be.
In the UK and eight other European regions, consumers enjoyed an instant win promotion. Consumers who purchased a can of Doubleshot featuring a promotional neck collar could text a keyword along with part of the barcode to find out instantly if they were a winner.
We created the entire backend system to connect to the SMS service provider. We also hosted all the T&Cs on our site for all languages, including those for seven Arabic territories. Data on all winning numbers was sent securely directly to a fulfilment house that issued a variety of techy prizes, which include Apple Watches, Beats headphones, Sony portable Bluetooth speakers, Veho action cameras and Samsung Galaxy tablets.
Our Code String project management skills were critical in the process, not least because the parallel promotions were also phased across the European territories, starting with Sweden’s unique ‘photo’ competition, followed by the Netherlands, then the UK and other European regions, and finally Greece.
THE TECHNICAL STUFF
We developed an end-to-end system to process claims via SMS, validate winning numbers and created a web microsite to manage T&Cs in several languages:
- Multi-lingual Terms & Conditions and FAQs web microsite
- Selectable preferred language for Arabian consumers
- Connectivity with the SMS service provider
- Automated SMS claim processing & validation
- Direct secure data links with fulfilment houses