Starbucks adds a mobile tour to expand ambassador program and generate more brand visibility
With nearly 30,000 locations worldwide, Starbucks is the leading purveyor of coffee and the coffeehouse experience. Starbucks enlisted Fuse to develop and implement a program that would increase brand awareness of its ready-to-drink portfolio products to college students.
Fuse developed a college brand ambassador program that was activated on 38 campuses. Activations included brand ambassador events, brand sponsored events, ties to student organizations, and social engagement. To increase engagement among college-age consumers, Fuse developed a Starbucks sampling tour featuring mobile café vehicles. The mobile cafés visited the same 38 college campuses, while also activating at nearby concerts, festivals, and other grassroots events.
During the three-month activation, the mobile cafés delivered more than 350,000 samples and resulted in 677,000 direct social engagements.