Hijacking Starbucks…A Cautionary Tale

Peter Mitchell, a public relations and adverti...
Image by AFP/Getty Images via Daylife

Have the people really spoken?

Or has a savvy (or early bird morning riser)…used a clever corporate marketing campaign to institute a shameless self-promoting bait & switch?

An independent filmmaker, Robert Greenwald, founder of Brave New Films, decided to hijack a Starbucks marketing promotion on the increasingly popular Twitter platform, and turn it into a corporate bashing of the coffee icon…

…all the while promoting his Starbucks trashing documentary launched on YouTube the same day.

Going after a company largely lauded for its treatment of employees, bashing the spirit of entrepreneurism which epitomizes the American dream, and using the millions of dollars Starbucks spent on the Twitter campaign,  to turn the campaign against the corporate brand itself

Pirates, hijacking, denouncing capitalism – and we’re not talking about Somalia, but rather the virtual life taking place on social media.

Legitimate complaints or the squeaky wheel?

Brilliant marketing tie-in or amoral publicity monger?…

Was it the people or the promoter?…

It’s the wild wild West out there folks…

The media, virtual world, and corporate America…and the people/promoter???  Read the full story on Blogaasm

Anti-Starbucks filmmakers hijack the coffee company’s own Twitter marketing campaign



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2 Responses

  1. in a world where transparency is king – one wonders why Starbucks has not responded to the situation with better conditions for workers. wouldn’t that make this mans platform moot and improve the brand’s standing. There is a way for them to turn this around.

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