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Starbucks Korea's 'Summer e-Frequency' event triggered a 50% app traffic surge as eager customers flocked to claim gifts like Helinox side tables and exclusive cookware on the first day, reflecting the event's skyrocketing popularity.
The app's level of access increased by more than 60% from the previous day after 1 pm, especially from 5 pm to 6 pm, and by 50% between 11 am and 12 pm. On the event's first day, 25% more people booked the receipt of gifts. This year's gifts consist of three types of side tables produced in collaboration with global outdoor brand Helinox and two types of pans and plates.
Starbucks Korea delayed its Summer e-Frequency event this year to implement more stringent product inspection of gift products after formaldehyde, a carcinogen, was detected in the "Summer Carry Bag" provided through an e-Frequency event last year. Consequently, Starbucks Korea conducted a massive recall of the promotional product last year.
The coffee chain usually launches the summer promotional event at the end of April to let customers meet standards for receiving limited-edition gifts. A Starbucks Korea official said they conducted a more thorough analysis of their summer free giveaway items this year, although he declined to divulge the kind of inspection process undertaken.
The e-Frequency has been held biannually since 2013 in South Korea, offering loyal Starbucks customers limited-edition goods. The event involves stamp collecting, with customers getting a stamp for each beverage they purchase. Once they acquire 14 standard and three special stamps, they can claim promotional gifts.
Customers get 14 standard stamps by buying 14 basic drinks, such as teas and americanos. They will receive three special stamps for buying special beverages, which are usually seasonal drinks or frappes. These limited-edition gifts are typically modest but adorable.
Photo: rawkkim/Unsplash
