Starbucks Summer Game | Case Study
Case study highlighting how Starbucks increased visibility and engagement for its annual in-app Summer Game through a creator-led UGC activation across TikTok and Instagram. The program leveraged high-tier influencers to reach new audiences and drive participation through authentic, gameplay-focused content.
The activation delivered strong gains in reach, sentiment, and app interactions, reinforcing UGC as an effective lever for owned-channel strategy and informing future social-driven campaigns.
The Challenge
Increase visibility and participation for the Summer Game while reaching younger audiences through social-first content.
The Approach
Built and directed an influencer activation with three high-tier creators aligned to Starbucks’ brand and audience. Content focused on gameplay moments, rewards, and seasonal energy, marking an early UGC-led push across owned social channels.
The Results
Generated millions of views across TikTok and Instagram
Drove strong engagement and positive audience sentiment
Supported increased app traffic and Summer Game participation
The Impact
The creator content reinforced UGC as a scalable growth lever for owned channels and informed future social campaign strategy.