Starbucks CIO Talks iPhone Apps as Brand Strategy

By Matt Van Hoven 

MobileContentToday, if you didn’t know, is Mediabistro’s answer to the mobile media business. In the podcast below, editor Todd Ogasawara interviews Starbucks CIO & GM for Digital Ventures, Stephen Gillett, about Starbucks’ two new free iPhone apps: myStarbucks & Starbucks Card Mobile.

“The myStarbucks app provides store locations, a drink builder, food & coffee menus. One of novel aspects of this app is that it tells you were various coffees come from and a bit about each one’s distinctive flavors. Starbucks Card Mobile lets you store your card numbers (more than one) and get balance information for each one. You can also reload your Starbucks card from the app. And, you can even make purchases from the app in 16 locations around the Seattle and Silicon Valley.”

Couple the mobile aspect of this campaign with Starbucks latest branding campaign work, most recently for Via (an instant version of the coffeemaker’s brews), and you’ve got a company that’s gone from virtually no marketing ventures to a full slate, fully fledged marketing package. While we aren’t sure how Starbucks is fairing after all this, one thing is for sure &#151 they’re everywhere.

Listen to learn more about the apps.

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