Starbucks' chain of cheer

by Nicole Weston, Posted Nov 12th 2006 @ 2:32PM

Have you been to Starbucks lately? If so, you have probably noticed that their signature holiday red cups are in use, but if you are lucky, you might have noticed something else was happening in the stores, too. Starbucks just launched their cheer-pass movement. The company's goal is to start a chain of cheer this season by passing on good things to some of their customers, in the hopes that they, in turn, will pass that good cheer on to someone else by doing something thoughtful for another person. To kick off the program, last week some Manhattan commuters were given free subway MetroCards and free movie tickets were given away in Chicago. Other bits of cheer from the company might include free samples of the chain's holiday beverages, bags of coffee and $5 Starbucks Cards.

The only "catch", such as it is, is that the cheer spread by the company is accompanied by cheer passes, which are numbered cards that you are supposed to pass on if and when you "pay it forward" and do something good for another person this season. They have the Starbucks logo, but the real purpose of the passes is to track the chain of good deeds. By entering the number of the card on the cheer pass website, you can enter your good deed and see what other ones were associated with that particular card before you received it.

The company hopes to distribute 10,000 pieces of cheer daily for the next eight weeks to see, in the holiday spirit, just how far one good deed can go.

Source

Filed Under: Business, Drink Recipes, Coffee Shops
Tags: advertising, campaign, chai of cheer, cheer, coffee, good deeds, hoilday, holiday, holiday spirit, holidays, pay it forward, red, red cups, starbucks

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Reader comments (Page 1 of 1)

11-14-2006 @7:34PM Katy said... I'm not crazy! This is what I was so not-eloquently trying to explain. I thought you might like to read a bit more about it.

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