Mobile Marketer – Starbucks is cementing the pumpkin spice latte’s status as a beloved beverage and social media caricature by rolling out a separate PSL Facebook Messenger chatbot, which enables users to interact with the drink by taking a quiz and discussing fall-themed topics.
Starbucks alerted fans to the new Messenger chatbot by posting a Snapchat Story containing an image of the pumpkin spice latte caricature peeking out from behind a door alongside a screenshot of a URL link. The URL link, which was later posted on The Real PSL’s official Instagram account, brought users directly to the Facebook Messenger bot, showcasing one effective way of how marketers can ramp up awareness for seasonal products.
“As temperatures drop, a plethora of pumpkin spice products will be flooding the market,” said Laura Sossong, manager at Boston Retail Partners. “The PSL Messenger bot will help Starbucks stay top-of-mind for consumers craving this festive fall flavor.”