The Roastery and Tasting Room from Starbucks in Seattle uses the power of storytelling through beacons to take visitors on a unique experience through the process that beans go through from harvesting to drinking.
Visitors are guided through a physical space with the Roastery app, which guides the mobile experience. Through a series of interactive illustrations on the app, people are able to come to better understand the journey their coffee beans take in order to go from field to cup. Once a location-specific beacon is triggered, app users will receive prompts with messages like: "Learn to refine your coffee palate at the Experience Bar."
Experiential marketing has become incredibly popular over the past few year, particularly because this form of advertising makes it possible for marketers to engage audiences in a way that is theatrical, immersive, and multi-sensory.