Starbucks adds a mobile tour to expand ambassador program and generate more brand visibility
When Starbucks shows up, the line for samples is worth the wait! Starbucks enlisted Fuse to develop and implement a program that would increase brand awareness of its ready-to-drink portfolio products to college students.
Fuse developed a college brand ambassador program that was activated on 40+ campuses. Activations included brand ambassador events, brand sponsored events, student organization integrations, and social engagement. To increase engagement among college-age consumers, Fuse developed a Starbucks sampling tour featuring mobile café vehicles. The mobile cafés did not just visit college campuses. Fuse also routed the tour to nearby concerts, festivals, and other grassroots events.
