Starbucks Summer Game | Case Study
Case study highlighting how Starbucks increased campaign visibility and engagement for its annual in-app Summer Game by launching a creator-led UGC activation across TikTok and Instagram. The program used high-tier influencers to reach new audiences and drive participation through authentic, gameplay-focused content.
This work also delivered measurable lifts in reach, sentiment, and app interactions — demonstrating the impact of integrated UGC on owned-channel strategy and setting a precedent for future social-driven campaigns.
The Challenge
Starbucks needed to boost engagement for their annual Summer Game (an app-based rewards experience) and reach younger audiences on social through creator-led content.
The Approach
Developed and directed an influencer activation using three high-tier influencers who matched the brand’s tone and audience. Each creator produced short-form content built around gameplay moments, rewards, and summer energy. This became Starbucks’ first-ever UGC-driven owned-channel content, setting a new precedent for their social strategy.
The Results
Creator-led UGC generated 5.1M views across TikTok and Instagram.
Engagement reached 219K interactions with 88.8% positive brand sentiment.
Activation drove measurable lifts in Summer Game app traffic and participation throughout campaign.
The Impact
The creator content outperformed expected benchmarks across views, engagement, and sentiment — driving measurable lifts in app interactions and campaign visibility. The activation demonstrated the power of integrating UGC into owned content and validated the strategy for future social-driven releases.