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November 13, 2013

Tweet-a-Coffee Rewards Brand Ambassadors

tweet-a-coffee

Twitter and Starbucks recently partnered up for what we call “a match made in retail heaven.”  On the heels of the Twitter Cards release, the dynamic duo rolled out Tweet-a-Coffee. The campaign allows users to connect their Starbucks and Twitter accounts, type “@tweetacoffee to @(your recipient’s twitter handle),” hit send, and your recipient receives a tweet with link for a $5 Starbucks card E-gift they redeem from their phone. #TooCool

The real question is: How can we leverage this concept for clients, and specifically our retail portfolio?

Enter Delucchi Plus client Assembly Row, a mixed-use living, shopping and dining destination located in Somerville, MA. Located just minutes from Boston, Assembly Row is set to officially open spring 2014 but has a Starbucks onsite now.

Assembly Row’s marketing team is always open to trying new social media tools and are quick to adopt new trends and technology — in this case, a campaign that rewarded tweeters who both mentioned Assembly Row and used our custom hashtag: #CoffeeOClock. We were up and running in no time with a simple but effective strategy for increasing client awareness through the creation of brand ambassadors .

We messaged about the giveaway originally on Facebook in an effort to drive traffic to our Twitter page. Within an hour we had an uptick in following and gave away five Starbucks E-gifts.

Fast-forward to the end of the day: We saw a marked increase in Twitter followers, a huge increase in engagement with our tailored messaging “Have a Cup of Joe on Assembly Row,” and were able to reward our brand ambassadors in a fun way that also reinforced Assembly Row by highlighting one of their merchants.

While coffee may put some “pep in your step,” we’re loving the perks of trying new social media tools.

Learn more and try it for yourself here.