Starbucks is not only launching new social programs and introduces innovative products to its range, but it’s also doing everything possible to provide the consumers with better in-store experience with a range of features. One of them is My Starbucks Rewards initiative, which was started back in 2009 and is already running in the U.S and Canada, now is about to launch in the UK.

Photo: My Starbucks Rewards program, the U.S. website

The idea behind the program is simple: the company rewards its regular customers for purchasing, giving points to those who pay with a Starbucks card—“the more you come in to Starbucks, the more we’ll reward you,” says the brand. Buying products, one gets stars and advance from the Welcome level (the beginners get a free beverage for their birthday) to the Gold level (a free drink every 15 stars, personalized card, offers and coupons). So far, the company doesn’t comment on when exactly the scheme is to be rolling out across the UK, but, according to Marketing Week, it has already “registered My Rewards as a trademark.”

Photo: My Starbucks Rewards interactive storefront in Canada, themediamerchants.blogspot.com

In Canada, the program was launched on October 4, and to promote this Starbucks has teamed up with BBDO, Blast Radius (the concept development) and The Media Merchants (installation) to create interactive storefronts in the major cities of the country, in Toronto (at 4 King St. W and 765 Yonge St) and Vancouver (at 802 W Hastings St. and 498 Robson St). The four storefronts provide passers-by with an opportunity to learn more about My Starbucks Rewards in the highly interactive way—people ‘catch’ silver and gold stars, which are drifting throughout the screen, play with them and reveal rewards from the brand (free refills, free drink, exclusive trial offers to name but a few). This advertising campaign, which will be running through January 4, reminds of the previous interactive solution, which was applied by Starbucks to promote Tazo teas in Canada earlier this year.

“Interactive Storefronts allow us to engage with consumers in a fun and immersive way by leveraging their high traffic retail locations. At The Media Merchants we strive to incorporate new ideas and new technologies, we love working with Starbucks as they’re a great forward thinking client,” commented Brad Foster, CMO at The Media Merchants.

Starbucks Interactive Storefront from The Media Merchants on Vimeo.