The Starbucks® experience is not cheap, and because of the recent economic downturn, the brand has been facing some trouble. Starbucks® gained initial success by marketing itself as a comfortable, reliable "third place," a place away from work and home where customers can enjoy a coffee, friendly service, and a sense of community. Now, Starbucks® is launching the new Starbucks VIA™ ready brew, and I have to wonder how these portable coffee packets fit with the brand's "third place" promise.
The coffee-maker's social media strategy may shed some light on how they are creating community and a "third place" even with Starbucks VIA™. These instant coffee packets allow Starbucks® drinkers to enjoy their coffee anywhere and anytime. The tag line for Starbucks VIA™ is "never be without great coffee," but that seems to contradict the brand's core values of community and the "Starbucks® experience." Unlike any other Starbucks® product in the past, the customer community of Starbucks VIA™ is not in Starbucks® stores, it is mostly online.
Starbucks® created a Web site where customers can post their experiences with Starbucks VIA™ using text, pictures, or video, and they can rate other customers' posts. They can also share their favorite recipes that use Starbucks VIA™. One customer posted step-by-step instructions on how to enjoy Starbucks VIA™ in the shower.
Another customer suggested that putting Starbucks VIA™ in your shampoo would help boost your hair's color (if you're a brunette, that is), but most people just raved about how delicious it is.
This online community seems rather successful considering the hundreds of posts and ratings, but the amount of involvement could be because Starbucks® offers everyone who posts a chance to win prizes. I also noticed that some people from Starbucks® posted recipes, but not experiences.
The other day, one of my friends went to Starbucks® and the barista asked her if she would like to buy a pack of Starbucks VIA™ to donate to the troops overseas. My friend said yes, and included a hand-written note to the soldiers. She even thinks she got her drink for free! This service might be another way Starbucks VIA™ is creating community among drinkers near and far, even when they are not in an actual Starbucks® cafe.
David helped me figure out to post a comment. I am generation "why?" or more accurately "how?" when it comes to social media. And I nearly slipped and fell in the last Starbucks I was in. Might have been a lucrative settlement if I had broken a bone, but I was hungry after my flu shot. So all I know about Starbucks is that you got to be careful with the wireless if others want to browse your browser. don't drink coffee, let alone coffee to go. Giftcards for the Suntrust bank manager is what I do
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