Monday, May 11, 2009

Companies engage social media for coffee drinkers

Coffee has always been a “social” product: We ask people out with offers of coffee dates, and we meet up at the local coffee shop for business. McDonald's national McCafé launch brought coffee to another level of sociability by leveraging social media and digital, viral components on a massive scale. But other coffee sellers, such as Starbucks, Dunkin' Donuts and smaller companies, such as Green Mountain Coffee, are all exploring some form of social media as well.

A brand new
McCafé Web site, replete with shareable (on Facebook, Reddit, etc.) videos, was unveiled. The site also hosts an interactive sweepstakes which asks consumers to submit stories and photos on why they deserve to win the $50,000 grand prize Visa Gift card. In addition, McCafé launched a Twitter account at McCaféYourDay. As of press time, McCaféYourDay had 134 followers. Starbucks, by comparison, has 172,304 , and Dunkin' Donuts — whose extreme Twittering has been well-documented — has 19,575.

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