Starbucks’ Heavy Metal

Gilt deal offers $450 stainless steel loyalty card

Headshot of Christopher Heine

Whether Starbucks coffee is anything special is a matter of opinion, and yet the brand clearly has many caffeine addicts hooked.

But are they willing to fork over $450 to replace those plastic Starbucks cards with a stainless steel version? On Thursday, the coffee chain rolled out 5,000 limited-edition metal loyalty cards in a one-day Gilt deal that includes a $400 store credit and a Gold Level membership to My Starbucks Rewards., part of Gilt Groupe's family of deals sites, has a thing for mixing unusual, luxury-minded offers with major brands. Last month, it offered a Virgin America charter flight to January's Consumer Electronics Show in Las Vegas for $49,000, in an effort dubbed #nerdbird. The deal included seats on the flight and CES passes for 135 friends.

And yes, the package did sell.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 6, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT