Starbucks is incorporating the power of social media in its latest billboard advertising campaign, asking people who view the new ads to post messages and photos on Twitter, according to The New York Times. The report notes that the advertising posters -- part of a larger marketing effort to repel advances by rival McDonald's -- began appearing in six major cities today.
We've yet to see the posters around Seattle, so if you do let us know. In addition to the Twitter photo contest, The Times notes that the Seattle retailer plans to roll out YouTube videos with coffee experts and a contest for Starbucks employees to write headlines for upcoming ads.
The new ads take on the feel of a burlap sack, with edgy slogans such as "Starbucks or Nothing. Because Compromise Leaves A Really Bad Aftertaste" and "Beware Of A Cheaper Cup Of Coffee. It Comes With A Price."
Starbucks already has more than 183,000 followers on Twitter and 1.5 million fans on Facebook, with the latest marketing gimmick a way to reach some of its younger customers.
But not everyone is enamored with idea, with 24/7 Wall Street noting that it could "backfire" if the campaign comes across as "crass commercialism."
UPDATE: The twitter photo contest is taking place in Seattle, New York, Boston, Chicago, San Francisco and Washington D.C., with winners asked to submit their photos with the hash tag #top3percent on Twitter.
As of 10:10 a.m., Starbucks spokeswoman Bridget Baker said that no winners had been declared though a number of people had attempted to post the photo that appeared in The New York Times this morning.
"PS ... the photo from the NY times doesn't count. You have to take the photo!," the company wrote in a Twitter message a few minutes ago to those involved in the scavenger hunt.
Five winners will be declared today, with each getting a $20 Starbucks gift card. She said other online contests are planned for the week, with the promotional efforts part of a way to get people more involved with the coffee retailer's brand. Rules are here.
[Flickr photo via D3 San Francisco]
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