During the last week or so, my social media channels have been abuzz with news about the Starbucks fundraising initiative with FourSquare to help raise money for (RED), an AIDS-battling organization.
In case you live under a rock (read: not spitting distance from at least 3 Starbucks locations), you probably have already heard or read about the campaign. If not, I’ll fill you in: For every FourSquare check-in at Starbucks (during June 1-10, 2012), the coffee giant will donate $1 to The Global Fund, an organization that works closely with (RED). The donation cap is $250,000, which I’m sure they reached within the first couple of days, considering so many people check into Starbucks on the regular, regardless of special campaigns.
Thought this was a cool example of a company leveraging social media and digital influencers to drive awareness rather than simply writing a check.
Today is the last day of the campaign so if you haven’t had your afternoon caffeine fix yet, head on over to Starbucks and check in.