We used emerging channels to drive loyalty and engagement in local communities. Personal connections were made through Mobile and social connections through Facebook.Facebook was used to drive fans in-store and challenge their friends to taste challenges.We were also one of the launch advertisers for Facebook Deals in the UK, rewarding people who “checked in” to one of our stores with a free coffee on launch day or a free slice of cake if they brought a friend – leveraging the fan power of the existing community to create more fans.Mobile HTML5 banners were both engaging and practical – integrating Google maps and GPS to tell you how close your nearest store was.Finally we pioneered geo-fencing, location based messaging with O2. This meant we could send an MMS message to an opted in audience who fit our target audience profile – often cited as the Holy Grail of mobile marketing!

•114,000 Facebook fans accepted an invitation to their local Starbucks… 113,000 engaged with our quizzes and polls.•The Facebook community doubled from 180k to 360k – now the 8th largest in the UK!•HTML5 mobile formats drove 10,150 free coffee voucher downloads in just 1 day! •Filter sales increased by 23% across the sales period – •280,000 customers reached through location-based MMS targeting … all within half a mile of a Starbucks store.