Almost all coffee shops have customer loyalty programs to keep you coming back again and again. You get points with every purchase; it pays to be loyal. But at Peet’s, we thought we could make a little mischief if we did just the opposite: what if we made it pay to be disloyal?
To celebrate National Coffee Day that year (and to avoid the sameness of the usual Coffee Day discounts), we rolled out the Peet’s Disloyalty Program. We would let you use your points from any coffee ship at our coffee shops. First, we created a website. Then we spread the word through social channels. It turned out, disloyalty came easily for a lot of people.
We saw the most ever searches for Peet’s in a single day; a 9% increase in store traffic; 104K visitors to the microsite (87% of whom were new to Peet’s); 15K app downloads; and 1.5B earned media impressions.
Betrayal. Deception. Subversion. Coffee?
Indeed.