How Starbucks marketing campaign is hijacked by trolling

Actually, racism is a huge problem and sensitive issue so the CEO of Starbucks, Howard Schultz decide a conversation about this. At various forums across the U.S, Starbucks employees started gathered and shared their personal stories related to race. In March 2015, Schultz called for baristas in his 20,000 US stores to write the words ” Race together ” on all customer cups. The purpose of doing this that hopefully their customers would ask about this problem and a conversation could start about racial inequality. As the result, the campaign has spread to more locations across the country until the masses on Twitter crushed this ‘crazy’ marketing.

Unfortunately, a number of social media users attacked and fomented plenty of criticism on Twitter of the coffee giant, revealing their almost totally white board of directors and the fact that though of the promotional photos released showed the cups with words on them, none of the hands holding them were non-white. The Internet backlash led to a swift cancellation of the campaign and the VP of Communications for Starbucks, Corey duBrowa, had actually temporality delete his Twitter account due to the attack tweets that he was receiving. It’s bad enough that your company is already associated with basic white girls let’s not make that problem worse.

In conclusion, the marketing campaign ‘Race together’ is hijacked by trolling. This campaign might negatively relate to ethics in digital marketing because this mentioned about the some racially charged events that are not a good idea to stir up controversial topics. Arguably, the campaign has been criticised as opportunistic, inappropriate and also risked putting its brand at risk by taking on a subject that needs more than a talk over a $4 cup of coffee. Although Starbucks has apologised for what they did, some people still think their apologies is grossly insufficient.