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

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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."

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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.

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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.

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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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