The Starbucks Japan 'Share with a Friend' Promo is About Bonding
Omar Yusuf — October 3, 2011 — Marketing
References: starbucks.co.jp & japantrends
In honor of the company's fifteenth year abroad in Japan, Starbucks has launched a new promotional initiative called 'Share with a Friend,' and the idea is luckily catching on among Nippon's most avid java tasters.
Similar to liquor and beer, coffee has almost always been a traditionally social drink, enjoyed in good company as a way to foster comfort, comradery and conversation. In the spirit of that history, Starbucks' newest promo is bringing drinkers together. The 'Share with a Friend' program starts with the company's time-exclusive double latte, which comes with a coupon sticker attached to the lid. The idea is to pass the sticker onto a close friend or relative, someone you'd enjoy sitting down with, who then redeems the coupon for a small coffee at any Starbucks location in Japan.
Considering my unabashed love of the hot stuff, I wouldn't mind if you sent some of those coupons my way. I am, after all, a virtual friend, right?
Similar to liquor and beer, coffee has almost always been a traditionally social drink, enjoyed in good company as a way to foster comfort, comradery and conversation. In the spirit of that history, Starbucks' newest promo is bringing drinkers together. The 'Share with a Friend' program starts with the company's time-exclusive double latte, which comes with a coupon sticker attached to the lid. The idea is to pass the sticker onto a close friend or relative, someone you'd enjoy sitting down with, who then redeems the coupon for a small coffee at any Starbucks location in Japan.
Considering my unabashed love of the hot stuff, I wouldn't mind if you sent some of those coupons my way. I am, after all, a virtual friend, right?
Trend Themes
1. Social Coffee Culture - Coffee brands can explore more innovative social initiatives to foster comfort, comradery and conversation among consumers.
2. Coupon Marketing - Brands across industries can adopt coupon stickers for their promotional campaigns to encourage consumer engagement and word of mouth marketing.
3. Gamified Promotions - Brands can explore more gamified promotional campaigns that leverage limited-time offerings and encourage sharing among consumers.
Industry Implications
1. Food and Beverage - Restaurants, cafes and bars can introduce more social promotions that foster community building and encourage consumers to share their experiences.
2. Retail - Retail brands can adopt coupon stickers for their in-store purchases, offering consumers an incentive to make repeat visits and share discounts with others.
3. Hospitality - Hotels and resorts can introduce more gamified promotions with limited-time offerings that encourage guests to share the brand and their experiences with friends and family on social media.
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