Starbucks wanted to raise awareness and acquire new members for their Rewards program on social media. The Rewards program was relaunching to give you stars based on the amount you purchased instead of just one star per purchase.
The first group of GIFs below explain the ‘automatic gold’ promotion during the month of April. With just one purchase at Starbucks, you got automatic gold status.
We used the bottom right gif to show how the new program multiplied the amount of stars you had in your account.
And then came the perks. We wanted to make sure to celebrate the perks of joining the program in a way that felt native to Starbucks and social media. The GIFs made it easy to show that by joining the program, you would collect stars for every purchase and that stars = free. We talked about free refills, free drinks on your birthday, and mobile order and pay to skip the line.
