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 season without net-new products to launch, in a way that meets them where they are after two years of disruptions.
Keep Starbucks top of mind at start of season
Establish routine in the new year
Drive transactions and generate earned media
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 | Promosis
Announcement on Social
We engaged and prompted our social community to participate in the Good Vibe Messenger. Starbucks super-fans love to engage with cryptic messages sent by the brand and so were excited and intrigued by the prompt to text.
Personalized MMS
Once customers opted-in, they were prompted to choose a path: Peace, Growth, Relationships, Gratitude. Then, daily for a week, they would recieve a message from the Good Vibe Messenger within their path: animated gifs, illustrated backgrounds, words of encouragement, and even an offer to a free Headspace trial.
Starbucks Rewards
The final message of the activation award the participant with 150 Starbucks Rewards stars (enough to cover a free drink in store). They were also able to pass on the love by sharing an additional unique code to a friend or loved on to give them 150 stars as well.
