1. Facebook's Responsibility
This is an investment by Facebook to prove its advertising works. Facebook approaches Starbucks with a partnership offer that is too good to turn down—an agreed-upon amount of free advertising.
If legal, Facebook surfs its content for keywords and phrases "Starbucks" and "thumbs ups." Then it tells Starbucks how many placements it will give for discount coupon promotions in those pages that represent the amount of money Facebook would normally charge Starbucks. As a test, these Starbucks efforts should also be placed where Starbucks is not mentioned in order to see if any response comes from cold prospects.
2. Starbucks' Responsibility
Starbucks creates discount coupons with terrific offers and sets up a system that alerts its outlets worldwide about the details of the promotion, the dates and samples of the coupons. There cannot be any surprises.
Hot Potato Advertising
Coupons are what legendary direct marketer Walter Weintz called hot potatoes. It was Weintz who sent out tens of millions of live U.S. pennies showing through the outside window of a Reader's Digest subscription offer. These were "hot potatoes"—objects of such obvious perceived value that they were too hot to throw away, so the envelopes were opened. Same thing with discount coupons.
In a 2010 column, "Hot Potato Advertising" was the following takeaway:
When you run a hot potato ad, it's imperative that everyone in your internal fulfillment operation and external distribution chain be alerted in advance. Example: During the first week of May 2009, Oprah Winfrey announced on her TV show that viewers could download coupons for free chicken from KFC. Outlets across the country were not alerted and unable to handle the rush. The result was a PR catastrophe for KFC that also made Oprah look like a bumbler.