I love this article from PaidContent.org which describes the new Starbucks Digital Network. By now most of you should know that Starbucks has free WiFi and now they have a website that can only be accessed when you are at the coffee shop. The site looks like this:
Embracing exclusivity is very important for brands, yet it seems to be a difficult philosophy to sell into client organizations. An exclusive website gives people another reason to stay and hang out at Starbucks, hopefully purchase another drink or a breakfast sandwich.
PaidContent.org explains the exclusivity like this:
Outside the stores, http://starbucks.yahoo.com brings up an “error” page that describes the content and urges: “So drop by your local store and log on for interesting and important content you can’t find anywhere else. Absolutely free!”
I have to say, the last time I used Starbucks' free wifi, about a month ago, and saw their login page, I was impressed. It's certainly better than Panera's or Cosi, two of the competitors who pushed Starbucks into offering free wifi in the first place.
They looked beyond simply serving a utilitarian purpose, and slipped in, what some would find to be, genuine value. And more important, value that isn't simply: "Try this new coffee"
Posted by: Amadeo Plaza | 10/22/2010 at 10:30 AM