Starbucks

Give one, get one. Using the power of viral sharing to launch a new product.

Technology
Campaign

A viral game of chance that turned coffee lovers into brand advocates.

To launch the new Blonde Roast, Starbucks needed a campaign that would drive trial, grow their database, and create buzz. In partnership with Darkhorse, we developed a playful sharing mechanic called "Get one, get one."

Users played a simple game with a one in three chance to win a free Blonde Roast. If they didn’t win, they could share the game with friends for extra turns. The more they shared, the more chances they had.

The campaign was promoted across social and digital, turning every player into a potential referrer. Every redemption was fulfilled in-store, linking digital engagement to real-world trial.

Over 180,000 people played. Redemption hit 30%, with more than 54,000 coffees given away and over 100,000 new emails added to the database.

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