That's More Like It

On Election Day, I scoffed at Starbucks' lame attempt to give away coffee for those who voted.  Claire argued that Starbucks was emphasizing its brand promise of community involvement, but I thought that free coffee for voting was a weak connection and more a jump on the bandwagon.  Their Inauguration Day effort resonates much better with community involvement and service.

When I logged into my Facebook this morning, an ad on the side invited me to Starbucks' event, "Free coffee if you pledge 5 hours of volunteer time."  Unlike on Election Day, Starbucks is taking initiative to be a leader in community involvement versus lining up with a myriad of other brands to distribute their goods.  This offer has a clear goal (inspire 1 million people to volunteer), is the only Inauguration Day offer I've heard of so far (feel free to correct me in the

 comments!), and is taking initiative to encourage people to join a cause and be part of a big movement in their community.  I don't think free Starbucks enticed any non-voters to vote on Election Day.  People who have never participated in community service probably won't change their ways for a free Tall coffee, either.  But for past volunteers who have heard Obama's encouragement to join a community service project again, this Facebook invite and pledge effort might be the additional push they need to head to Starbucks, sign up, and actually make a difference.  

Although I'm still not a huge fan of giveaways in general for Starbucks, I think creating their own cause (or at least jumping on one that's not quite as exploited as Election Day) puts them in a much better position than they were two months ago.  Win.

UPDATE

Curt, a loyal reader, sent us an updated image of what popped up on his FB page today!  Thanks Curt!