Starbucks Good Vibe Messenger (MMS Activation)

To ring in the new year and provide our customers with a moment of uplift, we created the Starbucks Good Vibe Messenger - a MMS-based message chatbot experience that customers could opt-in to receive a week long series of daily messages from Starbucks, with integrations from Starbucks Rewards and Headspace.

Goal of Project:

- Mark the start of the winter season without net-new products to launch, in a way that meets them where they are after two years of disruptions.

- Keep Starbucks top of mind at start of season

- Establish routine in the new year

- Drive transactions and generate earned media

Outcome exceeded expectations: Over 1 million subscribers in 12 days (over 10x our projected engagement)

My role: Associate Creative Director, Starbucks: review concepts, provide strategic feedback, creative direction of visual expression, user experience design feedback, messaging, tone, etc. direction