Starbucks boosts brand with wi-fi content
In the US, Starbucks has further defined its vision for the Starbucks Digital Network, in partnership with Yahoo!, aimed to arrive in US company-operated stores later this year.
First previewed in June 2010, the Starbucks Digital Network gives customers free access to a collection of premium digital content accessed through free, one-click Wi-Fi in Starbucks stores.
Rodale, Nick Jr. Boost, and DonorsChoose.org will now join the previously announced content providers iTunes, The New York Times, Patch, USA Today, The Wall Street Journal, Yahoo! and Zagat.
The network was inspired by Starbucks'self-stated passion for creating a unique coffee-house environment, including the company's heritage of recommending music, books, films and other culturally relevant works to its customers, as well as a growing interest in helping customers engage with the brand digitally (illustrated by more than 12 million Facebook fans, nearly 1 million Twitter followers, and the growth of MyStarbucksIdea.com through which customers can share, vote on and discuss ideas for Starbucks).
The Starbucks Digital Network aims to boost the value of free Wi-Fi and give customers access to a one-of-a-kind destination featuring various paid web sites and services, exclusive content and previews, free downloads, career tools and even local community news. Starting in Autumn 2010, customers will be able to explore that content via six different online 'channels' (News, Entertainment, Wellness, Business & Careers, My Neighborhood and Starbucks).
In the My Neighborhood channel, the network will feature localised content to help people connect with their communities. As part of this channel, DonorsChoose.org will help match customers with local K-12 public school classrooms in need of support. DonorsChoose.org is a nonprofit website where public and charter school teachers can describe specific educational projects, and donors can choose the projects they want to support by contributing as little as US$1 to help bring a classroom project to life. After project completion, each donor receives photographs and thank you letters from the students they helped.