Starbucks has launched two interactive storefronts that invite passersby in Vancouver and Toronto to learn more about three of its Tazo tea blends.
The interactive touch screens–created by The Media Merchants and using creative from Blast Radius–allow users to navigate through a meadow as a butterfly, dragonfly or hummingbird, picking up different tea leaves along the way.
Consumers receive a message of congratulations at the end of their journey and are invited to try one of the Tazo tea blends.
Jordie Morrow, national account executive at The Media Merchants, said the screens help create a sense of excitement outside the store. “It’s not just someone talking to you,” he said. “You can learn about each tea and what goes into them… And it’s more educational in that exciting way.
“The second someone gets involved, all of a sudden it creates a crowd and a whole new level of interactivity, so it’s been good.”
The Media Merchants has run similar campaigns for Telus, Caramilk and Dusk TV.
The interactive storefronts are part of a larger campaign that launched earlier this month that includes print, a sampling program and homepage takeovers.
The campaign wraps up Feb. 26.
MediaCom in Vancouver handled the buy.
