restaurants

Starbucks 'Tribute' Ads Dominate 'Times' Digital

Starbucks-NYT

As part of its "Tribute Days" promotions marking its 40th anniversary, Starbucks is currently running multiple, highly visible ads on the New York Times' Web site and in daily headline email service.

Prominent, top-of-page units and banners on the site feature the new (sans brand name) Starbucks sea nymph logo accompanied by a "Tribute Days" text logo and an invitation to "Come celebrate 40 years with us. Buy any drink, get one of our Petites free. March 10-12, 2-5 p.m." Aside from a small, standing ING Direct unit below the masthead, Starbucks is currently the only advertiser featured on the Times' home page.

A click into the expandable banner generates a photo of Petites accompanied by a video with background music and text messaging stressing Starbucks' love of its fans: "You are more important than you know...Without you, there is no us." The video's anniversary offer is capped by a closing motto conveying the company's expanding in-restaurant (and at retail) presence and offerings: "You & Starbucks. It's bigger than coffee."

advertisement

advertisement

Clicking into a "learn more" area on the banner takes the user into a page on the Starbucks blog headed by a short memo about Tribute Days from Starbucks Chairman, President and CEO Howard Schultz ("Howard S."). The page also includes the embedded video; links to connect with Starbucks through Facebook, YouTube, Twitter, Flickr and My Starbucks Ideas; and a description of and "learn more" link for its new Petites. (Small-size treats, each under 200 calories, ranging from cupcakes, squares and a Red Velvet Whoopie Pie to pops in rocky road and "birthday cake" varieties.)

Times' news headlines emails feature a large Starbucks ad unit adjacent to the top news headlines, featuring the Petites' photo, Starbucks logo, anniversary offer and a "learn more" link into the Starbucks blog page devoted to Tribute Days.

Next story loading loading..