Too much of a good thing...

Starbucks learned a mighty lesson in the power of the Internet / "FWD"ing emails this week, when they sent out a free iced coffee promotion to individuals in the Southeast region. Under the premise that they could forward it to friends and family, people who received the email did just that. Soon Starbucks saw its "Southeast" promotion spread like wildfire across the US.

In order to service their customers, Starbucks extended the promotion to all company-owned Starbucks stores -- at least that's what they said. Under this theory, anyone who received the coupon could go to Starbucks and get a free Iced Coffee. Of course, 6 days later, they issued a statement that retracted the offer - no more free Iced Coffees for anyone. They did this, because, "Unfortunately, it has been redistributed beyond the original intent and modified beyond Starbucks control."

Um, okay, Starbucks, welcome to the 21st Century. Your original email said the following: "Starting today until September 30th, please join us in "surprising and delighting" our family and friends, while introducing you to our iced beverages. Attached is an invitation for a complimentary iced Grande beverage. Please forward this invitation to everyone in your email address book."

Nowhere in the email or on the flyer does it specify that this is only a regional promotion. Was Starbucks so naive to assume that people's email address books would only include addresses for the region in which the promotion was valid? It is ironic that Starbucks used email / Internet to promote themselves and their products and then shut it down when it got to be "too much." Interesting.

When is free advertising too much to handle? Well, in Starbucks’ case, it was when they realized there would be a lot of people coming for a free coffee. Really, I think it is now, when they realize that the same hands that forwarded the coupon to entire their address book are now forwarding this information as well: http://www.snopes.com/inboxer/nothing/starbucks.asp . So Mr. Mega Conglomerate Starbucks...which would you have preferred....a few free coffees or your customers thinking that you make promises that you can’t keep. Seems to me that the surprise to my family and friends is that the grande coffee costs! The delight will most likely be found in the public relations nightmare that you have started for yourselves...