Starbucks' 'Pick of the Week' goes mobile with 'Angry Birds Star Wars' giveaway
Starbucks is overhauling its long-running Pick of the Week digital content promotion and will now offer consumers free mobile applications and e-books directly through its branded app for Apple's (NASDAQ:AAPL) iOS.
Starbucks's revamped Pick of the Week features Angry Birds Star Wars for free.
CNet reports Starbucks will now enable customers who've installed the coffeehouse chain's app on their iPhone or iPad to download curated Pick of the Week selections via Starbucks' in-store Wi-Fi network. The company previously offered Pick of the Week promotions using printed cards including download redemption codes.
Starbucks first launched Pick of the Week in 2008 and began offering free content from Apple's App Store and iBookstore three years later. In late 2012, the chain expanded the program to offer free iTunes music downloads through the Starbucks iOS app. "This expansion, of adding apps and books, is the reflection of Starbucks and Apple working together to strengthen the relationship for customers," Starbucks Chief Digital Officer Adam Brotman said. "This is another step in the direction that we're going to integrate more things into our mobile application."
Starbucks is kicking off the revamped Pick of the Week by offering customers Rovio Entertainment's hit Angry Birds Star Wars for free. The game is priced at 99 cents when downloaded from the App Store.
According to Brotman, more than 10 million active users across iOS and Android access the Starbucks app, and downloads top 100,000 each week. It is unclear when or even if Starbucks will expand Pick of the Week to the Android platform, however--the program has always been limited to iOS-optimized apps and media.
In addition to offering free content, the Starbucks app enables users to pay for their order by holding their smartphone in front of a countertop scanner and processing the app's on-screen barcode. Starbucks processes more than 3 million mobile payment transactions per week.
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