Starbucks – Tweet a Coffee Campaign

This campaign by Starbucks enabled people to buy gift cards for their friends simply by tweeting @tweetacoffee and the friend’s Twitter ID.

In just one month the campaign generated $180,000 in sales.  Over 27,000 unique users bought nearly 37,000 gift cards (34% bought more than one card), and 32% of those purchases happened on the very first day!  In addition to the sales figures, Starbucks were delighted with the amount of information gathered about their customers during this process that will enable them to understand, identity and target future campaigns.

Some of this is due to 54,000 users that have linked Twitter IDs to their mobile phones and Starbucks customer IDs. Also, due to popular demand they have recently reintroduced @tweetacoffee, perhaps even as a permanent fixture!