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Activists Takeover Starbucks' Own Twitter Campaign

A look at how marketing campaigns can be used against the very corporations they are meant to promote.

Simon Owens of Bloggasm reports:

On Monday, the New York Times published a story detailing a multi-million dollar ad campaign launched by Starbucks in which the company put up advertising posters in six major cities and attempted to “harness the power of online social networking sites by challenging people to hunt for the posters on Tuesday and be the first to post a photo of one using Twitter.” Those who posted the pictures to the microblogging site were to use predetermined hashtags that were listed in the contest rules.

Unfortunately for Starbucks, liberal activist and filmmaker Robert Greenwald, founder of Brave New Films, came across that Times article early Tuesday morning. Greenwald, who has directed films for major studios and launched Brave New Films a few years ago, had been working for months on shooting an anti-Starbucks video that debuted on YouTube that very day. The mini-documentary features interviews with several former and current Starbucks employees and makes the argument that the company — despite popular perception that it treats its employees well — has unfair labor practices and has aggressively fought off union organizing.

“Tuesday morning was when we launched the video,” Greenwald told me in a phone interview. “I’m a very early riser, I get up at 6 o’clock here, and I look at the New York Times and there’s a story about this contest that Starbucks is having on Twitter. And I was like, ‘ah, what timing!’ So I sent an email around to several of my colleagues and we immediately jumped on it … When we saw that they had a contest, we immediately decided that we should enter the contest, which we did in very short order. And I don’t know if it’s connected or not, but a few hours later after we sent in pictures of people with suggestions for [Starbucks CEO] Howard Schultz to be more fair to his workers, I think the rules were changed and at least that phase of the contest was ended.”

To see just how succesful Greenwald's campaign was read the rest of Owens' article here. To learn more about the Stop Starbucks campaign click here.