Starbucks Uses Clear Channel Radio For New Campaign
March 29, 2010 at 4:35 AM (PT)
Coffee lovers across the nation are learning more about STARBUCKS' new line of "bold" coffee flavors and a special $1.50 Tall (12 oz) brewed coffees promotion through a new innovative campaign running on select CLEAR CHANNEL RADIO stations across the nation.
On MARCH 9th, CLEAR CHANNEL RADIO, with the help of KATZ MARKETING SOLUTIONS and CLEAR CHANNEL RADIO's Creative Services Group, kicked off an eight-week campaign to generate awareness of STARBUCKS' new Coffee Journey program with four special on-air interviews with STARBUCKS Global Coffee Educator and coffee guru JASON SIMPSON.
In his interviews, JASON detailed the opportunity for customers to go on a "Coffee Journey" and try a different STARBUCKS bold brew flavor every week. Customers who purchase each featured bold brewed coffee will receive a free pound of whole bean coffee at the end of the eight week campaign.
Listeners in BOSTON, CHICAGO, DALLAS, LOS ANGELES, NEW YORK, PHILADELPHIA, PHOENIX, SACRAMENTO, SAN DIEGO, SAN FRANCISCO, SEATTLE and WASHINGTON can learn about each week's bold brew flavor on DJ endorsement spots airing during the AM drive. To highlight STARBUCKS' special promotional offer of $1.50 Tall (12 oz.) brewed coffees, a series of short form, high-frequency spots are airing in ATLANTA, AUSTIN, HOUSTON, SAN ANTONIO, MEDFORD and EUGUENE.
Additionally, select local DJs in BOSTON, CHICAGO, LOS ANGELES, NEW YORK, SAN FRANCISCO and SEATTLE will participate in video tutorials with STARBUCKS' Baristas. These interactions are appearing live on radio station websites beginning this week and will be updated on a weekly basis with fresh, new content.
"STARBUCKS is an extremely creative company when it comes to promotional efforts and we were excited to collaborate with them to produce this original, imaginative campaign," said CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN. "We were able to create two unique ways of reaching the coffee-drinking population by tying the on-air tactics to the visual element of the video tutorials with the help of our own local personalities."