Contact O'Dwyer's: 271 Madison Ave., #600, New York, NY 10016; Tel: 212/679-2471; Fax: 212/683-2750
video
ODWYERPR.COM > Video Content return to video page

starbucks

Subscribe to O'Dwyer's Free Daily Newsletter

* * *

Browse for Video PR Services:

Broadcast Monitoring

Public Service Announcements

Sat. Media Tours

TV Production

Video

Webcasting

* * *

More in our Buyer's Guide

Buyer's Guide


June 22, 2010

STARBUCKS' 'BRAND SPARKS' STRATEGY

 

By Greg Hazley

Chris Abruzzo, VP of brand, content and online at Starbucks, talked about the company's "just enough" use of paid media to spark social media (it has a team of six) and PR among millions of consumers at the Conversational Marketing Summit earlier this month in New York/

Abruzzo, who was recruited to craft a digital strategy for Starbucks from Amazon, admits that the process is ongoing and "we really don't know very much," but Starbucks is ahead of the curve with more than 7M engaged Facebook fans and nearly a million followers on Twitter.

The 13-minute clip (with slides) delves into the company's initial "brand sparks" and how it was built from there using an "inverted" media strategy.

Hat tip: Strategic PR blog

 
return to video page of odwyerpr.com >>
Tell O'Dwyer's what you think
Commentaries on subject matter are welcome. Personal attacks are not allowed. O'Dwyer's reserves the right to cover any story it deems newsworthy.

Responses:
 

 


MDC Partners
 
Subscribe to O'Dwyer's website | Order O'Dwyer Publications | Advertising Info
 

Copyright © 1998-2014 J.R. O'Dwyer Company, Inc.
271 Madison Ave., #600, New York, NY 10016; Tel: 212/679-2471 or Toll Free: 866/395-7710

Weber Shandwick