As an incredibly frequent customer of Starbucks, I do pay close attention to the itunes Pick of the Week cards that are available close to the register. Apple & Starbucks have partnered together since 2007 and the Pick of the Week program has kept my interest since its inception. The core focus has been on music but I had held out hope for branded entertainment either in the form of video or ultimately apps.
For those of us that work with entertainment brands, driving awareness is incredibly valuable and leveraging strategic partnerships is just as important to amplify your brand. With such a significant global footprint on the local level and the market penetration of Apple’s iTunes services the likelihood for success is high, especially if you are one of the first brands to leverage the new direction of the partnership.
I was excited to see a TV show as the Pick of the Week over the holiday’s with the Charlie Brown pick of the week and that appeared to be a test leading up to the expansion beyond music.
Starting on August 23rd, Starbucks and Apple are now partnering together to deliver free Pick of the Week apps. This is significant as a song can cost $1.29 whereas the first app out of the gate, Shazam Encore was a $5.99 value.
This week features the latest Firemint release titled Spy Mouse (.99). It will be very interesting to watch the correlation of the release of the app, featured status via Starbucks and how that impacts the downloads and sales of the app. By providing a conveniently located download option at a physical location it offers the app developer a distinct awareness advantage over the competition.
According to the Starbucks blog it looks like this will expand to samples of books, TV shows & apps. Now the lobbying begins in terms of positioning various branded entertainment for the coveted spots. As an entertainment marketer or even app developer it is important not to discount the potential of this program.
Follow Tom Edwards @BlackFin360