Starbucks spend a lot of advertising with Internet. They already do their marketing through Twitter, Facebook, Youtube and many other online advertising then any other traditional advertising such as news paper or magazine or banner.
Starbucks have several way to with their marketing, one of them by doing the race at Twitter. Starbucks use social networking website by give challenge for people who submit their picture of Starbucks at Twitter. This is start at May 2009 and Starbucks seems to do the same way like what McDonald's already done their advertising of drink coffee with big budget for advertising at television, banner billboard and other offline advertising media.
Starbucks think and sure that by doing online advertising, the budget can be more smaller than offline advertising, and they also can reach more people with social networking community. Starbucks doing rivalry at Twitter because inspired by what other people already done at Facebook and Twitter. Starbucks think by doing this occasions, people will remember Starbucks as place to drink coffee.
Personally, I agree with online marketing to advertise our product at Internet. Doing the advertising at some community usually more effective. Starbucks already start it, even they are not the first company doing online marketing, but they are try to do more for online marketing. What we already known before, some company advertise by only create a banner and put at many famous website, and hoping the design will attract people to click and see more detail. By doing marketing with social networking, more people will concentrate with the product. Interesting idea.