The idea was very simple. We had designed a special limited edition paper Book Cover. These were distributed for free to consumers who had purchased books in bookstores around Japan. The Book Cover was actually a gateway to a special GPS Navigation page on the Starbucks mobile website specifically created for this campaign. The consumers will use their mobile phone to read in the QR code (3D barcode) on the Book Cover and then simply click on the URL that appears on the phone screen to access the Navigation page. The page will introduce stores in the vicinity from the nearest, not only that, it will navigate the consumer to the store chosen via GPS Navigation.

91,666 book covers were distributed and the response rate was 4.8%. This is much higher than the conventional mobile banner average of 0.02%. The campaign contributed in reaching the client business target sales by +3%.