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Starbucks Uses WOM to Promote Book Club
A recent promotion for its new book club is evidence that, as it continues to search for sales outside the coffee category, Starbucks is relying on word of mouth to create success. The campaign involves a sponsored page for Mitch Albom's new book, "For One More Day," on social networking site Gather.com. The page features a post from Albom and invites readers to post comments in a virtual book club discussion. The effort positions Starbucks as a hub for conversations about books and is a good reminder that social networking isn't just a teen phenomenon; it's for adults, too.