Starbucks claims 5.1m Twitter impressions in latte giveaway
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Starbucks claims its free latte giveaway initiative earlier this week to introduce its stronger British drink and personalised service achieved more than 5 million Twitter impressions.
More than 25,000 tweets were sent using the #freestarbucks hashtag which Starbucks claims created 5.12 million Twitter impressions over the course of the day.
The coffee chain says that it gave away 2,000 lattes every minute between 8 and 9 am on Wednesday (14 March) and around 350,00 overall. It could not, however, share comparison figures for a normal morning.
The giveaway was also part of the coffee chain’s service initiative to use customers’ first names in a bid to make the retail experience more personal.
Ian Cranna, vice president of marketing and category for Starbucks UK and Ireland, says: “We have been overwhelmed by the fantastic response from our customers to our idea of baristas and customers getting to know each other on a first name basis, and to our new stronger, British latte.
“From our stores where queues formed an hour earlier than normal, to social media where hundreds of excited Starbucks customers posted photos of their latte with their name on it online, the campaign has been an unprecedented success. There was great online buzz and we were among Twitter’s top trending topics in the UK which just goes to show how much of a talking point our new latte has become.”
As part of the campaign, comedian Jimmy Carr spent the morning as a barista serving coffee at Starbucks’ Conduit Street store in London.
Readers' comments (5)
Anonymous | Mon, 19 Mar 2012 12:27 pm
Well, I have had 2 starbucks since this and they BOTH have spelt my name wrong EVEN when I have spelt it out to them! One spelt it "Jseks" I dont know where he got that from Jacqs?! It is a good job I didnt give them my full name! But in all honesty, it really annoyed me....
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Anonymous | Mon, 19 Mar 2012 12:27 pm
Well, I have had 2 starbucks since this and they BOTH have spelt my name wrong EVEN when I have spelt it out to them! One spelt it "Jseks" I dont know where he got that from Jacqs?! It is a good job I didnt give them my full name! But in all honesty, it really annoyed me....
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N, in London | Mon, 19 Mar 2012 2:35 pm
Same....they had my name wrong, which is a bit annoying. Also, I have spoken to other people and I am not sure that all customers want to give them their names...this "getting to know you" campaign definitely created a buzz but I think it was mainly due to the free lattee.
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Peter Seabrook-Harris | Mon, 19 Mar 2012 3:34 pm
Loved the story about the barrista asking the name and a shout from the back answering "Don't give him your name .....Pike"
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Tess, London (latte lover) | Fri, 23 Mar 2012 8:27 am
This "radical" new approach has been standard practice in the US for years. How funny that people apparently have issues with giving their name to a Barista when they are happy to share their coffee experience on Facebook or Twitter with millions of others...seems like we say we want to be part of a community but only on certain terms
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