Starbucks taps mobile social media for Frappuccino promotion

Starbucks knows that mobile makes social media an effective marketing channel

Coffee giant Starbucks Coffee Co. is running the Frappuccino Happy Hour promotion, a location-based multichannel campaign offering discounts to consumers who express brand loyalty on social networks.

The Frappuccino Happy Hour promotion is being highlighted across all of Starbucks’ channels, including Twitter, Facebook, Brightkite, foursquare, YouTube, MyStarbucksIdea.com and Starbucks.com, along with an in-store promotion. Brightkite users have the opportunity to earn a Starbucks badge if they check into Starbucks during the national Frappuccino Happy Hour promotion from 3-5 p.m. “They can add this badge to their profile to show their friends how much they love Starbucks,” said Lisa Passé, spokeswoman for Starbucks, Seattle. “We're really excited to be trying out new and innovative programs with location-based services like Brightkite.

 “Finding new ways to connect with our customers in our stores and online, guides the progression of our social media strategy,” she said. 

“What’s great about Brightkite is that it links the real time in store experience to the online community.”Starbucks recently unveiled the largest combined mobile payments and loyalty program in the United States.