This Starbucks Snapchat Lens Marks the Launch of a New Loyalty System
Rebecca Byers — April 14, 2016 — Marketing
References: starbucks
This playful Starbucks Snapchat lens was launched by the brand in order to mark the launch of a new loyalty program regime. The interactive sponsored lens features a gold stars decorating the top of the screen, while upon blinking, gold stars appear in one's eyes and then explode into a flurry of golden confetti.
To celebrate the overhaul of the Starbucks Reward program, the brand will be gifting members with a free full year of gold membership with any purchase before May 2. Normally, a consumer would need to accumulate 300 stars to reach Gold level, but members will be able to reach the same status by simply making a purchase using a registered Starbucks card or the Starbucks mobile app before May 2, 2016.
To celebrate the overhaul of the Starbucks Reward program, the brand will be gifting members with a free full year of gold membership with any purchase before May 2. Normally, a consumer would need to accumulate 300 stars to reach Gold level, but members will be able to reach the same status by simply making a purchase using a registered Starbucks card or the Starbucks mobile app before May 2, 2016.
Trend Themes
1. Interactive Sponsored Lenses - Disruptive innovation opportunity: Brands can use interactive sponsored lenses on social media platforms like Snapchat to engage with consumers and promote their products or services in a unique and playful way.
2. New Loyalty Program Regime - Disruptive innovation opportunity: Businesses can develop innovative loyalty programs to attract and retain customers, offering unique incentives and rewards to increase customer engagement and loyalty.
3. Gifting Memberships - Disruptive innovation opportunity: Companies can implement gifting memberships as a strategic promotion strategy to incentivize customers to make purchases and increase their loyalty.
Industry Implications
1. Social Media Marketing - Disruptive innovation opportunity: Companies can leverage social media platforms for marketing purposes, utilizing interactive sponsored lenses to engage with their target audience and increase brand awareness.
2. Customer Loyalty Programs - Disruptive innovation opportunity: Industries can revamp their loyalty programs by introducing unique features and rewards to enhance customer loyalty and drive repeat business.
3. Promotional Strategies - Disruptive innovation opportunity: Businesses can explore creative ways to incentivize customers, such as gifting memberships, as part of their promotional strategies to boost sales and customer retention.
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