Twitter's new Starbucks e-gifts let you send treats by tweet

A little bird wants you to tweet Starbucks gift cards to your Twitter followers.

Twitter is veering into Facebook territory with a new Starbucks partnership that lets you tweet your followers $5 gift cards--just enough to cover the cost of a pumpkin spice latte.

The "Tweet a coffee" promotion requires you to link your Starbucks and Twitter accounts--or sign up for both, then connect them--then send a tweet that says, "@tweetacoffee to @[yourfriendhere]." That trigger sends a $5 e-gift card to your friend, which they can use by printing out the gift card, loading it in the Starbucks app, or just showing the e-mail to a barista.

Starbucks is no stranger to social media promotions. The company launched a Facebook app in 2010 before rolling out an e-gift program on the network a year later. Gift cards are big business for the coffee company, and the Twitter promotion is timed perfectly for the annual pumpkin spice craze.

The promotion is a test of Twitter's public nature--gifts are typically a private affair, but you're not direct-messaging these gift cards. Starbucks is a powerful partner to have for a beta launch, and the two companies are sweetening the deal with an incentive: The first 100,000 customers who tweet gift cards using Visas will get a $5 card in return through Nov. 6.

"Shared experiences, such as a television show, a sporting event, or someone sharing a gift, are at the heart of the Twitter experience," Twitter's vice-president of brand strategy Joel Lunenfeld said in a statement.

That last part, gift-giving, hasn't been included in the list of shared Twitter experiences until now. Twitter experimented with letting users make purchases using hashtags in a test with American Express earlier this year, but it's unclear how successful that effort was. The company is clearly exploring all revenue-generating possibilities in the weeks leading up to its IPO.

Facebook Gifts have been sort of successful--at least if you're talking gift cards. Physical gifts weren't that popular, so the network got rid of them in August. But Facebook's gift program makes sense: The network knows when your friends have major milestones, like birthdays or job changes, and prompts you to send them gift cards to celebrate. Twitter gifts don't seem as natural a fit, but those pumpkin spice lattes are a powerful motivator.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in