Jiepang, China’s location-based social media
app, announced its partnership with Starbucks to tap outdoor media during
the holiday seasons.
It will be using a combination of outdoor advertising,
NFC technology, location-based service and social media to create rich and
engaging experiences for consumers.
This is the largest as well as most creative campaign we
have ever worked with Starbucks,” said David Liu, founder and CEO of Jiepang.
From November 8 to December 17, Jiepang users who
check-in at a Starbucks store in Shanghai, Jiangsu and Zhejiang provinces will
receive a virtual Starbucks badge. When the number of badge issued hits 30,000,
the virtual Christmas tree at Starbucks’ event webpage will fully light up, and
those who have collected the badge will be able to enjoy a bigger size of drink
at Starbucks between December 17 and 25.
To engage with consumers, starting this week,
Jiepang has placed digital signs that display the campaign advertisement at
over 30 commercial buildings around those Starbucks stores in Shanghai.
These digital signs will have NFC tags on them. When
consumers swipe a NFC-enabled smartphone over the tag, the phone will pop up a
message showing them where the nearest Starbucks store is, and the fastest
route to get there, thus prompting them to participate in the holiday
promotion.
Also, on Dec 17, the huge LED screen of Raffles City Mall
in People’s square, which is one of the busiest spots in Shanghai, will
broadcast live the lighting up of the virtual Christmas tree for two
hours. It offers a brand new interaction experience for consumers.
We are happy to partner Starbucks with Jiepang to roll
out this really engaging, interesting and impressive campaign that connects
online interactions to the offline world. It successfully brings Starbucks
closer to the consumers during this holiday season,” said Lu Huang, marketing
director of President Starbucks Coffee Shanghai.
By Telecomlead.com Team
editor@telecomlead.com
