The Willy Wonka of Coffee

storytelling through mobile triggers  ▴  creative direction

The new Starbucks Reserve® Roastery and Tasting Room launched in 2015 as the biggest Starbucks store in the world. It's become a major tourist attraction in Seattle, drawing many visitors who spend an average of 22 minutes looking to experience the world of coffee. We created an experience that explains the story and process from farm to cup through interactive games and animations.

Six iBeacons were placed inside the store to trigger mobile experiences that walked the customer through the coffee process.

Tech innovation

To tell a geo-localized story, we paired iBeacon technology with engaging mobile-only features like the compass, gyroscope and accelerometer inside a mobile browser experience. A first since they are normally used in native apps. No one wants to download a new app—but Starbucks, being the most popular mobile payment app with 23 million users, had an advantage and could trigger these experiences easily.


Watch the case study


How it works

IBeacon-triggered mobile experiences

Each area contains an iBeacon which triggers a notification leading to a mobile site, specific to the location.


Six experiences to match

Using mobile features such as the gyroscope, compass and accelerometer, we engaged visitors with games and facts about coffee.


See all the experiences


Agency
AKQA, New York (2015)

Creative direction: Mara Lecocq
Creatives: Ludwig Hallstensson, David Svedenström and August Östberg