Tag: starbucks

Tweet a Coffee

In March 2012, Amex card members could sync their credit cards with their Twitter account and then re-tweet offers from Amex to load them onto their card. Now fast forward to 2013 and Starbucks USA is allowing its customers to “Tweet a Coffee”.

In the current beta version, the first 100,000 US based customers can tweet $5 Starbucks Card eGifts to Twitter friends and followers. All it takes is to link ones Starbucks and Twitter account and then tweet…@tweetacoffe to @TheirNameHere.

Based in USA? Click here to get started. 😎

Starbucks: Pledge

One person can save trees, together we can save forests! For the good of the planet, Starbucks encouraged everyone to switch from paper cups to reusable travel mugs and get free brewed coffee. So on April 15th thousands of New Yorkers made the switch…

Why this worked as a real-world nudge

The execution is straightforward. Bring a reusable travel mug. Get free brewed coffee. That simple exchange removes excuses and turns a “good intention” into an immediate, rewarding action.

  • Clear incentive. The reward is easy to understand and feels fair.
  • Low friction. The behavior change is small, and the benefit is instant.
  • Social proof at scale. “Thousands of New Yorkers” makes the switch feel normal, not niche.

What to take from it

If you want people to adopt a repeatable habit, design the first step to be obvious and satisfying. The goal is not to lecture. The goal is to make the better choice feel easier in the moment it matters.

A few fast answers before you act

What did Starbucks ask people to do?

Switch from paper cups to reusable travel mugs, with free brewed coffee used as the incentive to prompt the change.

Why does a free coffee mechanic help?

It turns sustainability into an immediate value exchange, which increases participation and makes the first behavior change feel rewarding.

What is the core behavior-change pattern here?

Remove friction, add a clear reward, and make participation visible so people feel part of something larger than themselves.

How does this become more than a one-day stunt?

By making the first switch easy and positive, the campaign increases the chance that the reusable mug becomes the default habit afterwards.

Starbucks love project

At exactly 8:30 a.m. ET on Monday, December 7th, Starbucks joined forces with (RED) and creative agency BBDO to coordinate a global sing-along. Musicians worldwide performed The Beatles classic “All You Need Is Love” at the same moment, positioning the Love Project as a proof point for how connected the world is and how a small decision by one person can make a grand difference elsewhere.

The performances was broadcasted live via the internet from far reaches such as Gabon and Fiji, with participation spanning over 100 countries. The initiative raised money and reinforced awareness for Africa’s fight against AIDS, while giving people a clear way to take part in the solution.

The campaign. A global moment that lives online

The performance was streamed live online at starbucksloveproject.com and acted as the anchor moment.

Homepage of starbucksloveproject.com

After the live sing-along, people continued the campaign by going to the Starbucks website and uploading their own:

  • versions of “All You Need Is Love” videos
  • love drawing sketches

Each uploaded performance generated a donation from Starbucks to the cause, supporting (RED) and the Global Fund’s work.

The distribution layer. Partnering with Facebook

Starbucks partnered with Facebook to spread the message through the social network. The campaign was positioned as the largest global campaign ever for both Facebook and Starbucks.

The commercial layer. Turning participation into a product

The song was also commercially sold in stores on Starbucks’ Love CD, extending the fundraising and awareness beyond the live moment and the online uploads.

The scale signal. A record for global participation

A Guinness World Record was set for the “Most Nations in an Online Sing-Along,” reinforcing the Love Project as a massive organizational task that reaped the benefits of integrated marketing.

A few fast answers before you act

What is the Starbucks Love Project?
A global sing-along campaign with (RED), coordinated with BBDO, anchored by a simultaneous performance of “All You Need Is Love.”

How big is it?
It spans over 100 countries, with performances broadcast live online from locations including Gabon and Fiji.

How does participation continue after the live event?
People upload their own “All You Need Is Love” videos and love drawing sketches on Starbucks’ website.

How does it drive donation impact?
Each uploaded performance generates a donation from Starbucks to the cause, supporting (RED) and the Global Fund.

What role does Facebook play?
Facebook is the distribution partner used to spread the message and participation at global scale.

What else extends the campaign beyond the moment?
The song is commercially sold on Starbucks’ Love CD in stores.