4. Why do you think Starbucks partnered with MTV for its Frappuccino promotion? What benefits were there to both companies? In Mexico, Starbucks used in-store signs to encourage on-site customers to text the word “Venti” to short code 80080 in order to receive offers for discounts and drink upgrades (see Fig. 7.12). This mobile commerce campaign also included the distribution of postcards in malls, universities, and other public areas that encouraged cell phone users to text “Starbucks”

to the same short code. Consumers who responded via text received instructions for downloading a 2D barcode to their phones.