Starbucks' Foursquare promotion falls short

07/28/2010 | Advertising Age (tiered subscription model)

Starbucks attracted plenty of attention with its decision to launch a major Foursquare promotion -- but word of the campaign doesn't seem to have filtered down to the rank and file, reports David Teicher. When Teicher tried to claim a discounted frappuccino after becoming mayor of a Starbucks store, he was met with blank stares from his barista and the manager on duty. "The company has consistently been first to jump on new technologies and platforms," Teicher notes. "Unfortunately, inherent in that mentality is the likelihood that the corporate strategists may be, and probably are, more tech savvy than the common employee."

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