Source: Starbucks
Starbucks is launching "Pokémon Go Frappuccino" in a partnership with Niantic, the maker of the hit augmented reality game. The initiative will see more than 7,800 Starbucks locations in the U.S. turn into "PokeStops" or "Gyms" where players can collect free in-game items or engage in battles.
The deal supports the limited launch of Pokémon Go Frappuccino, a blend of Vanilla Bean Frappuccino with raspberry syrup, freeze-dried blackberries and whipped cream. Pokémon Go sends users on scavenger hunts to capture virtual characters in the real world with their smartphone cameras.
For Starbucks, the partnership promises to increase traffic and reach a younger audience.
Niantic is exploring new ways to monetize its game while reviving some buzz. When the game first launched in July, it broke the first-week downloads record in Apple's App Store. It still ranks in the top 30 downloaded mobile games. The initiative with Starbucks marks Pokémon Go’s first partnership with a major U.S. chain.
"The physical locations component of the collaboration is important to us as we look for ways to use technology to encourage exploration, exercise and real world social interaction, and Starbucks' footprint throughout the U.S. provides an awesome platform," John Hanke, CEO of Niantic, said in a statement.
The free app has primarily made money by encouraging users to purchase digital perks. In its launch, many small businesses paid $10 for in-app Lures that attracted Pokémon and thereby players to their geographic locations.
A similar partnership earlier this year helped McDonald’s in Japan drive sales ahead 19 percent in its June quarter. Mobile operator Softbank also inked a Pokémon Go deal earlier this year and Sprint last week partnered on a “special Pokémon Go experience” in more than 10,500 of its locations.
Such corporate collaborations will be limited in the future to avoid diluting the adventure in the game. Niantic continues to add new characters, in-game events and story elements involving rare Pokémon to the game to keep players engaged.
- Discover the Pokémon GO Frappuccino at Starbucks – Starbucks
- Hello, Starbucks! – Niantic
- 'Pokémon Go' has sought partnerships with companies that have large retail-store footprints – The Wall Street Journal
- Starbucks is launching a ‘Pokemon Go Frappuccino’ as its stores become gym locations – CNBC
- 'Pokémon Go' is turning Starbucks stores into stops – USA Today
- 'Pokémon Go' promotion successes continue with Sprint marketing tie-in – Digital Trends
- Pokémon Go showcases potential of augmented reality in retail - RetailWire