Thursday, May 21, 2009

New Starbucks Ads Seek to Recruit Online Fans

Starbucks is launching a new Ad campaign in six major cities. Starbucks is trying to spread their "story" by utilizing the popularity of social networking sites by challenging people to hunt down their posters and post them using Twitter.  

Their Ads poke jabs at competitors:  “If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks.” 

The campaign goes up against the recent advertising push from McDonald’s promoting its new line of McCafĂ© coffee drinks. McDonald’s is reportedly spending more than $100 million on television, print, radio, billboard and Web ads that show people’s bland work days full of commutes and cubicles being improved with a whipped cream-covered McCafĂ© drink.

The campaign has received some negative feedback because of their text heavy Ads.   That might not be the right strategy for young people, said Richard Honack, a professor of marketing at the Kellogg School of Management at Northwestern. Unlike Starbucks’ older customers, “Generation Y goes to Starbucks for the Internet, the music, a place to hang out,” he said. “Selling them the coffee and where the coffee comes from? I just don’t know if that’s a good idea.”

New York Times

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