Marketing Briefs - July 2011
Mobile payment options
Fueled by consumer requests, Starbucks introduced the Starbucks for Android mobile application, enabling consumers to pay and manage their Starbucks Card on-the-go. Complementing this program, Safeway Inc. plans to roll out the mobile payment this month in nearly 1,000 Starbucks cafes in its stores nationwide. Bringing mobile payment to Starbucks Safeway stores will extend the reach of Starbucks mobile payment to about 9,000 Starbucks locations in the United States.
Carrying the torch
Together with musicians Dizzee Rascal, Eliza Doolittle, You Me At Six and a number of London 2012 athletic hopefuls, Atlanta-based The Coca-Cola Co. launched a campaign soliciting nominations of inspirational young people in the U.K. to carry the Olympic Flame during the London 2012 Olympic Torch Relay next summer. These young individuals, called Future Flames, will be recognized for the positive contributions they have made in their communities. Bands, athletes and inspiring young people who embody the types of people the Future Flames campaign aims to celebrate appeared and performed recently at a special event in West London. Through the rest of this summer, Coca-Cola will travel around the U.K. to encourage nominations of Future Flames as part of its summer Torch Tour.
This summer, consumers have the chance to win a variety of prizes thanks to a text message-based summer sweepstakes program launched by Las Vegas-based Xyience and its retailers. Through Aug. 31, Xyience and QuikTrip convenience stores will offer consumers in Arizona, Georgia, Kansas, Oklahoma and Texas the opportunity to win prizes, including two ATV four-wheelers, a Vespa scooter, and a UFC-Las Vegas prize package for two. Throughout the United States, consumers will have the chance to win a pair of tickets to an upcoming UFC event, an XBOX game console and UFC video game and UFC pay-per-view gift card at participating independently owned convenience stores.
Carrollton, Texas-based T.G.I. Friday’s developed a new Buy Your Friend A Beer Facebook application to complement its Better with Brew menu. By “liking” the Friday’s fan page and placing an order through the custom tab, Facebook users 21 years and older can buy their Facebook friends as many as five beers. Recipients receive an electronic gift card to redeem in the restaurant. Purchase price is set at $5, regardless of the recipient’s regional location, and is redeemable for any beer of choice, including a selection of regional craft beers; non-alcohol beverage or food item at any local T.G.I. Friday’s.
Voss ‘looks deep’
Norwegian bottled water company Voss launched its first advertising campaign, including print, digital, experiential, trade communication and social media efforts in key U.S., European and Middle Eastern markets. Addiction New York developed the brand strategy, communications plan and creative assets, which gravitate around the phrases, “Like you, Voss is more than meets the eye,” and “Look deeper.” The campaign features real people and reveals the brand’s personality by encouraging consumers to “look deeper” into the Voss brand to learn more about its core values and commitment to social and environmental responsibility, according to the company.
Water and a movie
Natural spring water brand H2O, Weston, Fla., is collaborating with Twentieth Century Fox Home Entertainment, Los Angeles, to give consumers two free bottles of H2O with the purchase of the animated movie “Rio.” The promotion will last from late summer through early fall at participating retailers nationwide.
Yoga in Times Square
Thousands of people flocked to Times Square for yoga sessions, health and wellness talks, music and tranquility for the Lucy Summer Solstice in Times Square event on June 21, which featured Sydney-based Balance as the official beverage sponsor of the event. Packaged in a biodegradable and recyclable bottle, Balance Mind is a non-flavored, enhanced water that features the functional benefits of focus and concentration.