The Starbucks pledge: to increase store traffic

Talk about an integrated campaign -- This week, I noticed a bunch of my Facebook friends signing on for Starbucks' new push to get people to commit to volunteer for five hours in return for a free cup of Starbucks coffee. The campaign, clearly meant to also boost store traffic, has now hit the big time, with a boost by Oprah who tied it in to Barack Obama's recent call for a "new era of responsibility. The coffee company has a microsite, at, an "I'm in" TV spot, and online ads. This is clearly a more successful effort than Starbucks' failed Election Day giveaway, where when it was found it might violate election laws to give out coffee in exchange for votes, the caffeine gurus had to give away coffee to anyone that asked.
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...