Social media surprises
Posted: Wednesday 19 September, 2012
Erica Whiteman
Today Starbucks UK surprised me by cleverly revealing on Facebook that the Pumpkin Spice Latte will be gracing the shores of the United Kingdom. An Instagram image of a Starbucks takeaway cup sitting on a pumpkin in a pumpkin patch appeared in my Facebook timeline with five simple words: ‘We heard you, it’s coming’ - the announcement was made.
For those unfamiliar with this phenomenon, Pumpkin Spice Latte is the most popular seasonal coffee drink from Starbucks in the US – imagine pumpkin pie in a cup. Seasonal drinks from Starbucks are one of the things I look forward to most each year. The countdown to the red cup means Christmas is on its way and, as an expat, it’s often the only time I get to indulge in egg nog, one of my favourite Christmas time treats.
Through social media, Starbucks asks and listens to its customers’ wants. A case in point is that one Christmas season, Starbucks UK did not serve egg nog lattes as part of the red cup selection, patrons were not happy and let the management team know through comments on their Facebook page and on Twitter. The next year and, still to this day, the egg nog latte remains a fixture on the seasonal menu. The same thing appears to have occurred with the Pumpkin Spice Latte. Fans of the drink have voiced their opinion and Starbucks UK will be serving this tasty treat in a matter of weeks. It’s only fitting that the brand has announced this through its social media channels. Starbucks’ use of social media, especially through Facebook and Twitter, is a great example of how using customer feedback can successfully shape upcoming campaigns.
Summer is over and autumn is nearly here, so bring on sweater weather, hot apple cider and the Pumpkin Spice latte from Starbucks.
