More reports on: Marketing

Starbucks to launch Pokémon Go Frappuccino

09 December 2016

Starbucks plans to launch a frozen raspberry and blackberry-flavored version of its Vanilla Bean Frappuccino.

The drink, will be available for a limited time, and be available only at store locations listed as PokéStops and Gyms, physical areas that allowed Pokémon Go players to catch the game's characters or battle other players. About 7,800 of its US locations would carry the Pokémon Go Frappuccino.

Starbuck's move was aimed at luring users into stores after arriving to play the game.

The augmented reality app emerged a phenomenon this summer, breaking Apple App Store records and sending millions of users running around outside to catch virtual Pokémon in real-life locations. Consequently, hard-core users on average took 26 per cent more steps on days playing the game.

Many businesses benefited from the craze and recorded increased sales, including Doughnut Plant in New York City. To further leverage the trend, the bakery advertised itself as a Pokémon Gym.

Though the popularity of the game, had since, declined, Pokémon Go remained among the top 30 gaming apps in iOS and Android app stores, according to App Annie.

Meanwhile, over half of total Starbucks stores in the US would be turned into either PokéStops or Gyms as part of a special Pokémon GO promotional event that was leaked recently.

For the said promotional event, Niantic, the company that created the game, turned to Starbucks due to its sustained commitment to sheltering social interaction and community-building.

"We appreciate their role in creating safe, welcoming locations for people from all walks of life to come together for refreshment and social engagement," wrote Niantic in a blog post published Thursday.

With Niantic also partnering with Sprint, there would be nearly 20,000 PokéStops across the country by the end of the year.

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