Cannes Lions

STARBUCKS ROASTERY DISCOVERY

AKQA, New York / STARBUCKS / 2015

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Overview

Entries

Credits

Overview

Execution

Six iBeacons throughout the Roastery trigger mobile browser experiences that explain key areas. Visitors interact by tilting and flipping their phones to learn about the coffee process from farm to cup. They discover how beans are harvested, how to roast, how long coffee cools, the different brewing methods, and how to taste coffee like an expert. This iBeacon activation pushes the browser by using the gyroscope and accelerometer, moving users out of new apps while entertaining them in an immediate way.

The Starbucks Roastery and Tasting Room pairs store design and technology, keeping people engaged as they enjoy unique coffee.

Outcome

Objective: Leverage mobile technologies to drive engagement by customers at Roastery.

With over 13 million customers who use the mobile app, Starbucks wanted to augment the Roastery brand experience in a novel way. Not only is it Starbucks’ largest store in the world, but also Seattle’s hottest new attraction, captivating inquisitive visitors with an average of 44 minutes of time spent in store. By leveraging beacon technology and the large user base of passionate customers who already installed the app, Starbucks was able to engage them tastefully and seamlessly by not expecting them to download yet another app.

In the first 5 weeks, out of the 12,000 weekly visitors, 984 weekly visitors were already eligible to use the experience before getting in store. 11.65% of people receiving the notification were compelled to engage with the experience, which is promising given that in-store beacon-driven marketing is still a new category.

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