Starbucks new “I’m In” marketing campaign, launched the day after the inauguration, encourages coffee lovers to give back by volunteering in soup kitchens, schools, homeless shelters, animal shelters, you name it. Between January 21-25, Starbucks customers who promise to do five hours of community service during 2009 will get a pledge card and a free cup of coffee at their local Starbucks store.
The campaign shows how companies can develop marketing campaigns that tie into current events, garner lots of attention, and make a difference. The coffee chain hopes to reinvigorate its grassroots image while linking itself back to local communities. At the same time, consumers will be recognized and rewarded for taking action.
Good move; great challenge. We like it and give them a big thumbs up for their campaign.
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Thursday, January 22, 2009
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