Starbucks_digital_network Starbucks is giving customers one more reason to stop in, and to stick around, with Starbucks Digital Network. In a partnership with Yahoo, its taking exclusive content and free downloads that are only available to customers tapping into the wifi at one of it’s thousands of retail locations.

Double Shot of Content
Customers with wireless devices are typically pushed to a branded site to accept terms of service before hitting the web. What was once a unavoidable nuisance is now a digital destination.

According to Starbucks: news, books, video and music will be available from free subscription editions of The Wall Street Journal, New York Times and USA Today exclusive iTunes downloads and unlimited access to Zagat reviews and ratings for free.

Rise of In-Store TV Networks
Starbucks joins Wal-Mart, Target and Best Buy with their branded media platform and it’s a natural extension of Starbucks music label. It increases each brand’s co-marketing opportunities and gives customers a reason to linger in-store.

But Starbucks wifi delivery allows for more personalized and engaging experiences. It’s one more way technology like smart phones are bridging the online and in-store experiences. Is it paid or owned media? It’s a little of both and another example of how media is changing as brands becoming media platforms. 

Related: Behind @Starbucks digital network with @stephengillett
Cross-posted to my work blog, Thought Leadership

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