Twitter campaign for Starbucks backfires.

Someone somewhere once said that the “media can cook your dinner, but that they can also burn down your house”. In other words, it’s a double-edged sword which needs to be handled with care.

Well it seems that the marketing folk at Starbucks UK have taken that media sword and committed Hari Kari for a recent Christmas themed Twitter campaign. As part of the campaign, Starbucks UK asked Twitter users to use the #spreadthecheer hashtag and that their Christmas tweet messages would then be transmitted on a large public video screen at the ice-rink outside the National History Museum in London for all to see and read. It seems that Starbucks UK did not anticipate a backlash of negative / anti-Starbuck tweets from consumers who posted tweets complaining about the company’s recent tax problems in the UK.

Starbucks Twitter

Some of the anti-Starbucks tweets posted on the video screen were as follows: “Hey #Starbucks, PAY YOUR F—ING TAX #spreadthecheer,” or “#spreadthecheer Tax Dodging MoFo’s,” or “I like buying coffee that tastes nice from a shop that pays its tax. So I avoid @starbucks #spreadthecheer.” The faux-pas follows on from a recent mistake made by Starbucks Ireland when it asked Irish people to Tweet about why the are proud to be British.

This entry was posted in Social Media, Twitter and tagged , , . Bookmark the permalink.

One Response to Twitter campaign for Starbucks backfires.

  1. Pingback: Twitter campaign for Starbucks backfires. | Media Matters

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