Starbucks doesn’t need to tell customers to take pictures of their Pumpkin Spice Lattes clad in sweaters and share them. We’re already doing that on our own. And we want more.
A couple of years ago, Starbucks created the Orange Sleeve Society. As a member of the Orange Sleeve Society, you receive an orange knit coffee sleeve embroidered with “Team PSL”, welcoming you to embrace your inner Pumpkin.
It was a genius move by Starbucks to take loyal Pumpkin Spice Latte fans and welcome them in deeper, to be a part of the Pumpkin Spice lifestyle, to be in the club, to be a brand-loyal superfan. Exclusivity is flattering… and something you want to share. And people have been clamouring to join in since.
4. Let customers be involved in developing your product line | Betabrand
We know millennials like to participate, share their perspective and be heard. Betabrand has taken these concepts to the next step by encouraging their customers to help develop their products.
Betabrand is an online clothing company where fans co-design, vote, comment and then crowdfund the best clothing and accessory ideas.