Starbuck has truly earned the mobile marketer. Mobile's role in giving legs to social media, print, television, radio, direct mail, catalogs, insert media and the internet is what makes it a standout medium.
Mobile social networking through games(which lets you win real world starbuck reward points), played against friends, in iphone and ipod; SMS dialogue with consumers at MTV movie awards; Happy hour promotion through social media channels has been part of its strategy.
The most important one has been the Starbuck mobile card, which came after a survey from customers who wanted to make things convenient, easy and fast. Card holders could pay the bills without bothering about the queue and transaction time. Such innovative ideas keep the competitors on their toes.
Apart from competitors who strive for better innovation, it keeps customers engaged in new things, it gives brand an edge over others, it opens space for new possibilities, it provides platform for brand to experiment.
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