Starbucks pulls in brand recognition to build New York Times subscriptions
Michael Chen
Senior Web Developer
Starbucks teamed up with the New York Times, a long-time partner in both print and digital initiatives, on a promotion that doled out free access to the publisher’s newly launched mobile news product.
Starbucks’ My Starbucks Reward members received 12 weeks of access to the New York Times’ new NYT Now mobile application. With the move, Starbucks leveraged its brand reputation to drive mobile app downloads and adoption for the Times’ initiatives.
The promotion fit into a much bigger push from the Times that launched earlier. NYT Now is a subscription news product that includes a stand-alone mobile app and Web site that serves up a curated amount of news items for $8 every four weeks.
Starbucks promoted the partnership through an email blast that was sent to all My Starbucks Rewards members.
Source: mobilemarketer.com/cms/news/strategy/18140.html
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