Starbucks, iTunes & Musicians – An Example of Integrated Marketing

Posted In blog, Marketing | 4 comments

I love seeing Integrated Marketing at work and will record and post examples on this blog when I see them.

Here is one I found today while grabbing my “Triple Grande, Soy, No-Whip Mocha” from Starbucks… maybe you’ve seen this campaign at YOUR local Starbucks (not sure if it is just in my area or not??). If so, leave a comment to let me know your thoughts.

This is a photo of a business-card-sized flyer at the cashier…  It’s branded in 3 different ways:

  1. Starbucks (obviously)
  2. iTunes
  3. Land of Talk (music group)

integration1(click to view full-size)

Here’s how the promotion works…

First, you take home the promotion piece (and your coffee!).

Next, you open iTunes and log in (or create an account if you don’t yet have one).

Third, you enter the redemption code on the back of the promo piece in order to download the song.

Below is a screen cap of what shows up on the confirmation screen, while the free song is being downloaded – another fine example of integrated marketing at work:

integration2(click to view full-size)

So, who wins when you integrate your marketing with aligned businesses, affiliate or joint venture products and existing traffic streams within your own business?

EVERYBODY WINS!

I get a free track (which is very good, by the way), the artist gets a huge amount of exposure, iTunes gets more traffic coming to them, including new members for people who don’t yet have accounts, and Starbucks is seen by their customers to be providing value and an experience beyond just “a cup of coffee”.

Brilliant, all around.

P.S. Agree? Disagree? Let me know what you think about this (or any other) integrated marketing campaign by leaving your comment below!

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Leave A Reply (4 comments So Far)


  1. Sylvia
    1052 days ago

    that was a cool observation Paul & I’m always looking for integration marketing instances, the indie musician that I am. iTunes kind of drives me nuts, but this was a good reminder of why I need to deal with them.

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