It’s a magical experience because the barista knows consumers’ names, what they ordered, and what they look like. A win-win-win for everyone: Customers get their order without having to wait in line. Starbucks increases its efficiency. And according to Starbucks’ 2015 Q3 report, mobile transactions accounted for 20% of in-store sales (twice what it was two years earlier), and foot traffic increased by 4%.
Each time it rained, the brewery gave away 1,000 pints. Consumers using the app had four days to claim their free pint. Then the app also showed them the closest pubs….
The only thing that’s almost more important than water and air to millennials is access to the Internet — and that access feels even better if it’s free. Scrabble created a very clever mobile brand experience right as people entered the bliss of free mobile Internet. Scrabble set up Wi-Fi hotspots in areas of Paris that don’t normally have Wi-Fi connections. To connect to these special Scrabble Wi-Fi networks, people had to play Scrabble. They spelled a word, the app converted the word to points, and then converted those points to free Wi-Fi time. The more points, the more free Wi-Fi minutes. If players shared on social media, their free time doubled.
With mobile advertising, brands are getting cheap access to a unique reach unheard of with TV advertising.