Starbucks will use its more than 24 million fans on Facebook to help usher in the fall holiday season and announce the anticipated return of its popular Pumpkin Spice Latte.
The coffee chain will unveil a Pumpkin Spice Latte application and challenge on its Facebook Page Monday.
The beverage-branded Facebook game — a first for Starbucks — will ask users to compete to bring the Pumpkin Spice Latte to their cities a week before the drink’s official release date.
“One of the things that we know about the Pumpkin Spice Latte is that we have a huge fan base around this beverage that we bring back every year,” says Alex Wheeler, vice president of global digital marketing for Starbucks. “We wanted to do something fun and different this year … and empower customers to bring it to their city first.”
The Facebook application, as seen below in mockups shared exclusively with Mashable, will include three different points-based activities. Beverage fans can earn points for city shout-outs, solving a daily challenge or making a daily creation.
A daily challenge might task a Facebook user to watch a video and answer trivia questions, Wheeler says. A daily creation, for instance, would have a user create and share a postcard for his or her city. “We’re providing the tools for users to create art and promote it,” Wheeler adds.
The city with the most passionate Pumpkin Spice Latte fans on Facebook in the U.S. and Canada, as determined by aggregated points, will get the beverage in their locale a week early. The application will feature an activity leaderboard showcasing leading cities in real time.
“We’re excited about galvanizing the community around the Pumpkin Spice Latte,” Wheeler says. The company, of course, also has an interest in using its Facebook community to drive more foot traffic to stores and help it pump up the volume on Pumpkin Spice Latte sales for the season.
The Facebook contest will run from August 22 to 26, and the Pumpkin Spice Latte will be released to stores in the winning cities on August 30. The application, built by Blast Radius, will continue to offer Pumpkin Spice and fall-themed activities once the contest ends.
Bring PSL To Your City
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Posted on Thu, 18 Aug 2011 13:00:31 +0000 at http://feeds.mashable.com/~r/Mashable/~3/poQR1BTzEQ4/
Comments: http://mashable.com/2011/08/18/starbucks-pumpkin-spice-latte-facebook/#comments
The coffee chain will unveil a Pumpkin Spice Latte application and challenge on its Facebook Page Monday.
The beverage-branded Facebook game — a first for Starbucks — will ask users to compete to bring the Pumpkin Spice Latte to their cities a week before the drink’s official release date.
“One of the things that we know about the Pumpkin Spice Latte is that we have a huge fan base around this beverage that we bring back every year,” says Alex Wheeler, vice president of global digital marketing for Starbucks. “We wanted to do something fun and different this year … and empower customers to bring it to their city first.”
The Facebook application, as seen below in mockups shared exclusively with Mashable, will include three different points-based activities. Beverage fans can earn points for city shout-outs, solving a daily challenge or making a daily creation.
A daily challenge might task a Facebook user to watch a video and answer trivia questions, Wheeler says. A daily creation, for instance, would have a user create and share a postcard for his or her city. “We’re providing the tools for users to create art and promote it,” Wheeler adds.
The city with the most passionate Pumpkin Spice Latte fans on Facebook in the U.S. and Canada, as determined by aggregated points, will get the beverage in their locale a week early. The application will feature an activity leaderboard showcasing leading cities in real time.
“We’re excited about galvanizing the community around the Pumpkin Spice Latte,” Wheeler says. The company, of course, also has an interest in using its Facebook community to drive more foot traffic to stores and help it pump up the volume on Pumpkin Spice Latte sales for the season.
The Facebook contest will run from August 22 to 26, and the Pumpkin Spice Latte will be released to stores in the winning cities on August 30. The application, built by Blast Radius, will continue to offer Pumpkin Spice and fall-themed activities once the contest ends.
Bring PSL To Your City
Daily Creations 1
Daily Creations Home
More About: Facebook app, starbucksFor more Social Media coverage:Follow Mashable Social Media on TwitterBecome a Fan on FacebookSubscribe to the Social Media channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Thu, 18 Aug 2011 13:00:31 +0000 at http://feeds.mashable.com/~r/Mashable/~3/poQR1BTzEQ4/
Comments: http://mashable.com/2011/08/18/starbucks-pumpkin-spice-latte-facebook/#comments