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Case Study: Starbucks 'Reboot Your Commute'
The new Starbucks Ethiopian blend is positioned as being a welcome distraction from the monotony of the daily commute and routine. To promote this Time Out created an online tool called the 'Commuter Computer'.
The resource allowed users to input information about their daily commute and the Commuter Computer would generate a host of ideas of ways in which they could liven up their daily commute. Time Out editorial staff across abroad range of subjects put together 175 individual pieces of content for this tool which suggested everything from podcasts to TV series - from bloggers to albums.
The tool also allowed users to act on the recommendation so they could easily follow a specific tweeter, buy a book or audio book or download an album.