If you’re part of the working crowd, you know Starbucks. You might even say you need Starbucks, depending on the time of day. And besides the fact that we’re in a Dunkin’ Donuts town, we can all acknowledge that Starbucks has its place.
— Starbucks Coffee (@Starbucks) October 28, 2013
And apparently that place has become, for at least a couple months, a gift between friends (or even strangers). After launching their Tweet-A-Coffee campaign, Starbucks allowed Twitter users to give a $5 gift card to a friend by including both “@tweetacoffee” and the friend’s handle in a single tweet. Pretty easy, right?
Users had to link their credit card to their Starbucks account, then the Starbucks account to their Twitter profile in order to advantage of the offer, but this didn’t deter the 427,000+ people who participated. Research firm Keyhole tracked the success of the campaign , concluding that 34% of users bought multiple gift cards, and 32% of all purchases were made on the first day.
The major benefit for Starbucks, however, isn’t necessarily the $180,000 profit from Tweet-A-Coffee, but the long term potential. Participants in the offer have matched up Twitter IDs with their mobile phones and customer IDs, leading to better customer understanding and targeting in the future.
It’s the season for giving, and Starbucks has made it a simple casual act for customers that will also benefit the company for years to come. Win-win.