Customers check into any Starbucks during Frappuccino Happy Hour, from 3-5pm, will receive a virtual Starbucks Badge in their mobile phone. When customers collected a certain numbers of badges, they will gain the Frappuccino related discounts, for example, half-priced Frappuccino mobile coupon. Customers can add the badges in their profile of social network accounts, likes Facebook and Twitter, therefore to express their brand loyalty, and it will be rewarded too.
This mobile marketing campaign is runs through the iPhone application, and the virtual badge is delivered within Starbucks when customers check in the stores with their iPhone.
The campaign successfully drives customer call-for-action that come to the stores, as they said this is “a way to reach customers…in particular places or times… that other media cannot reach.”
(The location-based services allow customers receive the Starbucks Badge every time they check into Starbucks)
(Starbucks Badges) (Frappuccino Happy Hour Promotion)
Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-location.html
I think that this is not only an interesting badge case study in how badges may be utilized to meet learning goals.
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