International coffeehouse chain Starbucks wanted to provide its New York customers in Times Square with a high-tech customer experience that is consistent with the Times Square experience. Starbucks’ goal was to engage shoppers with user-generated content that was self-sustaining, while also enhancing the Starbucks brand experience with content that appeals to a wide range of international visitors. The chain also wanted to connect consumers to the brand through engaging experiences by delivering their content to high-profile, large-format displays immediately, and allow consumers to share content through established social media networks.

CHALLENGES

To avoid having to manage content, the solution needed to be evergreen and self-sustaining, and utilize real-time, user-generated content. Starbucks’ Time Square location is a high-profile location heavily frequented by tourists. The solution needed to be appropriate for both the geography and the demographic. It was important to highlight the real-time conversation that the public was engaging in, showcase relevant information for the tourist and allow them to take a digital “souvenir” with them.

SOLUTIONS

Wireless Ronin provided Starbucks with three unique applications within the location that satisfied their list of requirements for the Times Square location:

Product Promotion Video Wall

• Features a 2×2 video panel presenting Starbucks product promotions in a video playlist, in addition to video of farmer stories describing where the coffee is sourced
• All of the content is controlled through the RoninCast Content Management System, allowing Starbucks to update videos regularly to match current promotions and brand direction

Interactive Photo Booth and NY Times Square Timeline Application

• Enables users to toggle between Times Square historical interactive timeline and Photo Booth applications on one of two 42-inch touch screen monitors
• Using the Photo Booth application, users can take a Times Square-themed souvenir photo, which can be retrieved with a Smart Phone using a QR Code-triggered web interface. Users can download their photo or share on their favorite social media site.
• Photos taken using the Photo Booth application are also displayed on a social media feed featured on the in-store video wall, providing another avenue for user-generated content

Social Media Video Wall

• Has visibility within the store and also from outside to passersby on the street
• Integrates live data feeds from Starbucks-related Facebook, Twitter and Instagram social media posts
• Incorporates images taken from the interactive Photo Booth Application
• All of the content shown on the Social Media wall is user generated, so no long-term content maintenance is required

RESULTS

The results have been positive. Starbucks messages reached 55 countries in six continents within two weeks. In addition, more than 2,000 photos were taken in the first 48 hours. Customer activity has been heavy and responses have been very positive.

The project recently won the Silver Food & Beverage Award in Digital Signage Expo’s 2012 APEX Awards.

This article was reprinted with permission from the Digital Signage Connection and originally appeared here.