Starbucks: HAPPY VALENTINE'S DAY

Credits & Description:

Advertiser: STARBUCKS
Agency: JIEPANG
Category: Products
UI Designer: Kim Xiao (Jiepang)
Product Manager: Junyi Ce (Jiepang)
Developer: You Zhuang (Jiepang)
Developer: Zakk Zhu (Jiepang)
UI Designer: Keyan Liu (Jiepang)
Copy Writer: Chloe Young (Jiepang)
Product Manager: Wander Wang (Jiepang)
Idea Developer: Ada Yang (Jiepang)
Product Manager: Bubu Zhang (Jiepang)
Project Manager: Daini Xu (Jiepang)
Developer: Jucy Zhang (Jiepang)
Brief Explanation
The campaign idea is to go beyond recommending random strangers; and to connect people of similar habits and lifestyles in nearby area. To bridge virtual networks with the reality, Starbucks Eastern China partnered with Jiepang, the Chinese leading location based service, launching a Valentine's Day campaign to connect fans in the neighborhood. When starting the app at Eastern China, users would see animated snowflakes and hearts falling down from top of the screen. Upon clicking the heart icon, people would see a list of users and what they have said when checking-in at nearby Starbucks stores. They are encouraged to add friends and check-in at the same store together within 3 hours to redeem a special Valentine's Day set for two with Jiepang badge. Lasted for 4 weeks, 21,223 people unlocked the Peach Blossom campaign badge. During the week of Valentine’s Day, 28% badge owners visited Starbucks stores, enjoying the special deals through the badge. Over a thousand people shared their serendipitous Starbucks moments on online. 184,742 campaign-related posts have been generated and circulated on major social platforms.