“Because music is universally loved, it is a powerful medium to try to harness on your behalf. “From Uber to now Starbucks, you can see brands embracing technology to improve upon user experience,” said Ben Hordell, partner at digital advertising agency DXagency, Edgewater, NJ. Although ride-sharing application Uber also maintains a Spotify partnership, the Starbucks announcement suggests the wide potential for other food and beverage brands to leverage music-based cross-partnerships to offer consumers more incentives to be active loyalty program members. Spotify’s streaming will now be integrated with the beverage brand’s popular mobile loyalty program, My Starbucks Rewards, which boasts 10 million users, and will enable customers to curate playlists for Starbucks stores. Starbucks’ partnership with streaming service Spotify points to the untapped potential of combining food and beverage marketers’ mobile loyalty programs with music, as younger demographics put smartphones at the center of their content consumption and may be swayed to join programs with cross-partnership perks.
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