Company Launches Tweet-a-Coffee Promotion

In a strategic move to enhance customer engagement and leverage social media, Starbucks launched the 'Tweet-a-Coffee' promotion, allowing customers to purchase gift cards through Twitter. This initiative enabled users to buy a $5 gift card for a friend by tweeting '@tweetacoffee' along with the recipient's Twitter handle. The promotion was part of Starbucks' broader strategy to integrate mobile technology into its customer experience, which had already seen significant adoption, with over 10% of in-store purchases made via the Starbucks app. The campaign was closely monitored by research firm Keyhole, which reported substantial participation and financial impact. By the end of the campaign, approximately 27,000 individuals had engaged with the promotion, resulting in total purchases amounting to $180,000. This innovative approach not only facilitated gift-giving but also reinforced Starbucks' position as a leader in utilizing digital platforms to enhance customer interaction and drive sales.