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How Starbucks heats up social relationship marketing

A Forrester Research analyst at the company’s Forum for Marketing Leaders named Starbucks’ Pumpkin Spice Latte campaign as an example of social relationship marketing excellence thanks to a scavenger hunt that helped drive sales last fall.
During the “2015 Groundswell Awards” session, the analyst discussed Forrester’s parameters for naming social media marketing winners, with an emphasis on three types of marketing: reach, depth and relationship. While Britain-based shaving product brand Wilkinson Sword took top honors for the social reach award, Starbucks’ consumer-friendly way of ramping up excitement for its popular fall drink ahead of its scheduled launch helped fuel sales and entice mobile users.

“There are categories for the awards, and they are based around Forrester’s marketing radar technology,” said Nate Elliott, vice president and principal analyst at Forrester Research, New York. “The radar is an idea that has started to infuse a lot of our marketing coverage.”

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