Starbucks Starland: 50th Anniversary
Starbucks stands up a handful of digital sweepstakes games each year. Customers can enter to win a range of prizes, from free drinks to exclusive merch to all-inclusive trips.
In October 2021, Starbucks celebrated their 50th anniversary. As part of the festivities, I lead the concept and design for a 50th-themed game.
COMPANY:
Starbucks
MY ROLE:
Senior Designer
THE ASK
How might we celebrate Starbucks’ 50th Anniversary in an engaging, interactive way?
The work needed to center around Starbucks heritage and ladder up to the 50th creative expression.
OUR SOLUTION
A combination instant win and trivia game, featuring iconic Starbucks locations — plus a few easter eggs in the form of playful badges.
Players could explore various destinations to win prizes and raffle tickets. From there, they’d answer trivia questions about Starbucks history, coffee farming, and more. Special badges (the aforementioned easter eggs) were awarded for various and unexpected behaviors.
Players were greeted with an overview of the game, and then moved into the onboarding flow.
INTRO & DASHBOARD
From the dashboard, users can explore one of three interactive locations (Pike Place Market shown below).
GAMEPLAY
Each location provided opportunities to answer trivia questions, receive raffle tickets, and win instant prizes.
ICONOGRAPHY
To support all of our facts, prizes, and badges, we developed a full set of custom icons for the game.
It’s not exactly hard data — but it was fun to see that some players got really into the badges.
QUAL RESULTS
CREDITS
50TH CREATIVE EXPRESSION
Creative Direction: Andrea Hilliard
Design: yours truly, in collaboration with London Dewey
Copy: Andy Brawner
STARLAND: 50TH ANNIVERSARY
Creative Direction: Drew Wilson
Design: Collaboration with Lauren Cartmell
UX Design: Collaboration with JC Vieth
Copy: Genie Leslie
Build: Formally Known As