Starbucks Employee E-mail Incentive Backfires
Call it the case of unintended viral marketing that got way out of hand.
Starbucks had to abruptly rescind an e-mail promotion earlier this week for a free iced coffee for employees, their friends and family because too many people were trying to redeem the coupon.
The company sent the offer for a free cup of iced coffee to employees in the Southeast on Aug. 23 instructing them to forward it to their friends and family.
The e-mail apparently went viral, and quickly spread throughout the Internet.
“Unfortunately, it [the coupon] has been redistributed beyond the original intent and modified beyond Starbucks’ control,” the company said in a statement. “Effective immediately, this offer will no longer be valid at any Starbucks location.”
A company spokesman declined to quantify how out of control the promotion became before Starbucks pulled it.
