Starbuck’s Windows

From Digital Buzz Blog, I see that Starbuck’s in Toronto and Vancouver are installing some interactive windows to promote the new loyalty program. It looks like it’s strictly one way interaction.

I always think interactions with digital media should be #1 on-brand: teaching the consumer more about the brand. I guess this qualifies on those grounds as it does inform interested (effectively opted-in customers about the brand).

AND #2 meaningful: teach the brand something about the customer. Looks like this one doesn’t go that far. Doesn’t seem that your membership of, and status in, the loyalty program gets read or used at all. Maybe that’s phase two?

Then there’s #3: the viral component. What is there about the interaction that compels me to recommend it to my friends? There certainly could be something like that here. If they solved #2 and had consumers login by NFC card. Then maybe interested consumers could generate Twitter/FB content to friends and earn points?

Lot’s of potential: let’s hope it gets realized.

Starbucks Interactive Storefront from The Media Merchants on Vimeo.

Floods in Thailand

I write this, sitting in downtown Bangkok, waiting to see if the floods will get here. I guess interactive store fronts will not be here for a while! 
My local 7-Eleven just built themselves a metre high concrete wall across their store front…even across the door, which is now furnished with sandbag steps to allow you to get in the door!
Have to feel for all those people already flooded out. Some moved from one evacuation center to another. Probably they won’t be home for a month or so. Good background piece on how we got into this sorry mess by the Guardian here. Will anyone really take responsibilty?