Starbucks challenged us to increase store traffic and rewards members during the summer months, when daily routines are non-existent. We created a digital board game to infuse summer wanderlust into everyday routines and give Starbucks customers a daily reason to engage with the brand. Leading a team of 10+ writers, designers, UXers, creative technologists and working with external game designers, we created everything from the overall story and strategy, to mechanics, game structure, design, and rules. Starbucks Summer Game was released to 75 million Starbucks customers in the US and drove incremental purchases exponentially during its run. It was even brought back the following year.
150k new rewards members
13k integrated locations
30% uptick in store visits during non-peak hours
