Jiepang users who “check-in” at a Starbucks store in Shanghai, Jiangsu and Zhejiang provinces will receive a virtual Starbucks badge. When the number of badge issued hits 30,000, the virtual Christmas tree at Starbucks’ event webpage will fully light up, and those who have collected the badge will be able to enjoy a free upgrade – a bigger size of drink at Starbucks.
To further engage with consumers, starting this week, Jiepang has placed digital signs that display the campaign advertisement at over 30 commercial buildings around those Starbucks stores in Shanghai. More importantly, these digital signs all have NFC tags on them. When consumers swipe a NFC-enabled smartphone over the tag, the phone will pop up a message showing them where the nearest Starbucks store is, and the fastest route to get there, thus prompting them to participate in the holiday promotion.
David Liu, founder and CEO of Jiepang, said: “This is the largest as well as most creative campaign we have ever worked with Starbucks. It is interesting to see how a more traditional ad medium becomes a vital part of the location-based marketing, we believe this is going to be more and more popular going forward.”
Source: Jiepang
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