July 28, 2006
Starbucks Mobile Marketing
Starbucks is running a summer-themed promotion that encourages people to deploy their camera phones as part of a mobile scavenger hunt, reports Click Z:
Participants in the “Starbucks Summer Pursuit” quiz and sweepstakes opt in to receive a series of SMS questions on their handsets, to which they can reply by sending a picture of the answer. To support the effort, Starbucks has licensed image recognition technology to verify correct responses. Phone users can also text in their answers to the test questions.
Quiz questions and clues include a combination of general summer themes and brand-specific topics. One such clue goes as follows: “Two p’s, two c’s and no h. I’m hard to spell, but easy to drink.” The answer: “Frappuccino.”
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