I’m A Winner!

I’ve concepted and delivered consumer promotions for a number of years now. There are many different types of promotions to develop, not just sweepstakes. In fact, sweeps are the last refuge of a desperate creative team.
Naturally, Starbucks knows this. Which is why the coffee giant’s current in-store promotion simply gives customers a prize. Everyone loves to get something of value for free, and Starbucks is saying if you shop here you’re a winner.
I shop there, so I’m a winner. I now have three new tracks in my iTunes “Purchased” folder–“No One’s Gonna Love You” from Band of Horses’ latest release, “New Religion” from Alice Smith and “Turpentine” by Brandi Carlile. I’m a fan of Band of Horses and will buy their new disc, but it’s nice to have this teaser track to remind me. I’m also acquainted with Alice Smith’s music, but not Carlile’s.
So, not only has Starbucks made me a winner, the brand is also building discovery into the equation, which is a smart thing to do.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.