Objective

For three consecutive years, Starbuddies, Starbucks’ in-app game, has captivated customers by offering exclusive rewards. In its latest edition, the objective was to refresh the gaming experience, enhance customer engagement, and align the campaign with Starbucks’ sustainability goals.

Insight

Simplifying gameplay mechanics and incorporating immersive, up-to-date design elements could broaden the game’s appeal while maintaining its fun and rewarding experience. Integrating sustainability themes would resonate with Starbucks’ mission and encourage environmentally conscious behaviors among customers.

Strategy and Solution

The updated Starbuddies game featured simplified mechanics for a user-friendly experience, making it easy and enjoyable for participants to engage. To extend the campaign’s reach, an O2O (Online to Offline) gamification microsite was developed, enabling users to track their progress, interact digitally, and claim in-store rewards.

A digital loyalty card encouraged repeat visits, rewarding customers with points through gameplay. Targeted EDM (Electronic Direct Mail) and PNS (Push Notification Service) campaigns kept players informed and engaged throughout the campaign. Additionally, in-store collaterals promoted the game, creating a seamless omnichannel experience that connected digital and physical touchpoints.

Sustainability was a key focus, with eco-friendly themes integrated into the game’s messaging to inspire greener practices. Customers were also incentivized to move from Green to Gold membership status, reinforcing Starbucks’ commitment to sustainability and rewarding customer loyalty.

Outcome

The campaign significantly boosted customer engagement, driving increased participation and loyalty program sign-ups. By merging gamification with Starbucks’ sustainability goals, Starbuddies resonated with customers, enhanced brand loyalty, and strengthened Starbucks’ commitment to fostering a greener future. The game remains a beloved tradition, delivering both entertainment and meaningful impact.