Analysis on the Marketing Strategies of Starbucks activity products

On March 12, Starbucks Zhenxuan Shanghai Bakery launched its first live NPC immersive experience game, simulated Coffee Manor.

It is understood that the event will be held three times a day from March 12 to April 25, each with a different plot.

Customers can experience the operation of the coffee farm through interactive games, learn about the process of coffee cultivation in a more interesting way, and win exclusive limited souvenirs of the workshop.

In recent years, coffee giant Starbucks seems to be getting closer to consumers.

From this year's New year, Starbucks, which has always been good at playing, has held a lot of "interesting" activities, which have narrowed the sense of distance between Starbucks and consumers.

Due to the special circumstances of this year, Starbucks has a new mood during the Spring Festival from the first day of the Lunar New year to the sixth day of the Lunar New year. During the Spring Festival, Starbucks roasters start with "greeting the raw beans of coffee". Each step of coffee roasting is shown to the audience in turn, accompanied by thoughtful and detailed explanation, which adds a lot of fun to the Spring Festival through a simple small interaction.

On Feb. 6, Starbucks even unveiled the "Spring Festival couplets on the Coffee Cup" and invited netizens to create couplets. After the Weibo was released, Starbucks attracted a lot of netizens' interaction. Starbucks also specially gathered the high-quality couplets received by the authorities.

On Feb. 8, Starbucks announced on its official WeChat account that it launched "a cup of talking coffee".

"A cup of talking coffee is actually just a new feature in Mini Program. Users can customize New year's greetings or greetings for family and friends on the" heartwarming delivery "in Starbucks Starbucks, which is printed on the coffee cup. Starbucks will deliver the customized coffee to designated places and users.

From the above small interactive activities, it is not difficult to find that the activities seem to have nothing to do with Starbucks products, but what Starbucks grasps is to interact with consumers, on the one hand, to reach emotional resonance with consumers through activities. On the other hand, it also promotes the consumption function and marketing purpose.

We can also know from many activities in the past that Starbucks is very good at seizing the hot spots of traditional festivals and making use of the festive atmosphere and consumer interaction. This series of activities not only let consumers participate in them, enhance their sense of identity and loyalty, but also expand the influence of their own brands.

Ask for interactive advertising, or Starbucks Bull!

The reason why it is called "interactive advertising" rather than "advertising" is because Starbucks rarely takes the initiative to place commercial advertisements, and brand promotion does not rely on advertising, but every small move can attract a lot of media report. in fact, in many cases, it is because Starbucks can accurately grasp the psychology of consumers, thus stimulating consumers' desire to buy.

I have to say, Starbucks' marketing methods are really strong! Starbucks is the only coffee chain that knows best about marketing, consumer psychology and Internet business.

Perhaps it is because Starbucks understands the mentality of consumers that Daddy Xing can be a tough marketing veteran driver in the industry.

* Image source: Internet