Good Vibe Messenger
Good Vibe Messenger
Starbucks
Good Vibe Messenger
To ring in the new year and provide our customers with a moment of uplift, we created the Starbucks Good Vibe Messenger - a MMS-based message chatbot experience that customers could opt-in to receive a week-long series of daily messages from Starbucks, with integrations from Starbucks Rewards and Headspace.
Goal of Project:
Mark the start of the winter retail season without any net-new products to launch in a way that meets customers where they are after disruptions from COVID
Keep Starbucks top of mind at start of the new year while connecting with customers
Drive transactions and generate earned media
Challenge
Ensure engagement tactic was authentic to the Starbucks brand while delivering high-impact content to superfans—all without the ability to be on set (COVID).
Outcome exceeded expectations:
Over 1 million subscribers in 12 days (over 10x our projected engagement)
My role: Associate Creative Director, Starbucks
Agency partners: Big Spaceship (creative development), Promosis (MMS product development)
Announcement on Social
Starbucks super-fans love to engage with cryptic messages sent by the brand, so to kick it off, we posted a vague but enticing post on social encouraging folks to opt in. Customers were intrigued by the prompt to text, and our sign up exceeded projections.
Personalized Chatbot
Once customers opted in, they were prompted to choose a path: Peace, Growth, Relationships, Gratitude. Then, daily for a week, they received a message from the Good Vibe Messenger within their chosen theme that included animated gifs, illustrated backgrounds, words of affirmation and encouragement, and even a personalized Headspace meditation.
Starbucks Rewards
The final message of the activation awarded the participant with 150 Starbucks Rewards stars (enough to cover a free drink in-store) and a head. Participants could pay it forward by sharing an additional unique code for 150 stars with a friend or loved one.
