Starbucks Tests WOM & Viral Campaign with Cheer Pass

awkward_starbucks_guy.jpg

Starbucks kicks off the holidays Pay it Forward-style by disseminating cheer on chilly city streets. Baristas hand out movie tickets and other small gifts on the condition that the recipient has to do something nice for someone else.

The campaign includes a "cheer pass" that tracks how far the "chain of cheer" has gone. Participants are encouraged to visit It's Red Again to share holiday stories and create greetings. The site is hosted by an awkward-looking man who personifies Starbucks' quirky intellectual vibe. It's also ridden with clever recommendations about holiday coffee blends and seasonal cakes.

CEO Jim Donald says they're interested in the qualitative results of the campaign and admits there aren't any of the usual tracking methods attached to it. (It begs the question - how often does anybody really track anything?) We look forward to seeing how many chains get generated. - Contributed by Angela Natividad

by Angela Natividad    Nov-13-06   Click to Comment   
Topic: Campaigns, Good, Online, Outdoor, Social, Viral   

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Comments



Comments

This is cool. I think the results will be surprising.

Posted by: DofAM on November 13, 2006 10:17 PM

This is cool. I think the results will be surprising.

Posted by: DofAM on November 13, 2006 10:18 PM

This is basically Monk-E-Mail with yet another annoying napoleon-dynomite-inspired dork cheekily narrating the action.

Powerade? Moviephone? Now this. Get out of Jared Hess's asscrack while the industry still has an ounce of respect for you guys.

Dude. What the hell happened?

How many people have REALLY submitted their "traditions?" If it gets over 1000, I'll eat my hat.

And look, I can get behind the whole idea of the "chain of cheer" but show me where it gets better than giving away money.

Gawd!

Posted by: dean on November 14, 2006 3:49 PM

This is basically Monk-E-Mail with yet another annoying napoleon-dynomite-inspired dork cheekily narrating the action.

Powerade? Moviephone? Now this. Get out of Jared Hess's asscrack while the industry still has an ounce of respect for you guys.

Dude. What the hell happened?

How many people have REALLY submitted their "traditions?" If it gets over 1000, I'll eat my hat.

And look, I can get behind the whole idea of the "chain of cheer" but show me where it gets better than giving away money.

Gawd!

Posted by: dean on November 14, 2006 3:50 PM

I have to admit I've sent a few cards from this site. There's just something about the way that guy says "supernatural awesomeness.."

Posted by: closethipster [TypeKey Profile Page] on November 15, 2006 3:21 PM

What about Innocent Escapes from Brawny? That was similar. And better.

Posted by: okay. on November 20, 2006 7:51 AM

dean, just so you know, over 3,000 traditions have been submitted. And the "Tradition Keeper" appears to have over 5,000 friends on his myspace page! Hope you don't choke on your hat.

Posted by: bdee on December 7, 2006 7:58 PM





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