Starbucks launches new social media campaign

Seattle Starbucks Corp. is launching a social media campaign this week on Facebook and Twitter, hoping to encourage customers to register for its soon-to-launch rewards program.

The free program, called My Starbucks Rewards, replaces the dual Starbucks Card Rewards and Starbucks Gold cards offered now. Customers who already use either card will be automatically switched to the new program.

The new loyalty program gives rewards such as free drinks and Wi-Fi, depending how frequently the cards are used.

Registering before Dec. 26 allows new Starbucks card holders to automatically bump up the value of their loyalty rewards to a second tier of freebies.

After Saturday, registered users will start at the entry level, granting them a free birthday drink. After cards are used five times, customers of the cafe chain, based in Seattle, will earn two free hours of Wi-Fi each day, free syrup and soy milk and free fresh-brewed refills among other perks.

After 30 uses a year, customers will be able to get a free beverage after every 15 purchases.

About one-in-seven Starbucks transactions in the United States involve a Starbucks card.