Clear plastic cups with Starbucks logo and coffee beverage samples

Starbucks adds a mobile tour to expand ambassador program and generate more brand visibility

When Starbucks shows up, the line for samples is worth the wait! 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 40+ campuses. Activations included brand ambassador events, brand sponsored events, student organization integrations, and social engagement. To increase engagement among college-age consumers, Fuse developed a Starbucks sampling tour featuring mobile café vehicles. The mobile cafés did not just visit college campuses. Fuse also routed the tour to nearby concerts, festivals, and other grassroots events.

young man drinking coffee, laughing
Starbucks logoed promo vehicles and sampling cup of Starbucks products
woman drinking starbucks at event and cups of samples
women having a starbucks sample