Starbucks pours cup to start 'Day'
Coffee chain will promote Albom tome
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Move comes after the giant coffee chain -- which successfully peddles music throughout its vast chain of stories -- tried its hand at marketing a movie, "Akeelah and the Bee." The results were mixed, however, with the Starbucks campaign failing to budge the box office.
In promoting Albom's book, Starbucks doesn't have to worry about name recognition as it might have with "Akeelah," a relatively small movie released by Lionsgate.
Albom's memoir "Tuesdays With Morrie" was a runaway hit, selling more than 11 million copies. His follow-up "The Five People You Meet in Heaven" has sold more than 8 million copies.
Albom's latest novel, which Hyperion will release in retail stores on Sept. 26, is about a mother and a son and explores the question of what family members might do if they could spend one more day with a lost loved one.
Starbucks will begin selling the book Oct. 3. Marketing campaign will include in-store signage and an original video conversation with Albom that will be offered via Starbuck's Wi-Fi welcome page at more than 4,800 stores, as well as on the company's Web site.
Albom also will personally appear at one Starbucks store in each of the chain's top eight markets to discuss his latest book, as well as literacy.
Starbucks will contribute $1 for every book sold to Jumpstart, a nationwide nonprofit org dedicated to early literacy education. On Oct. 26, the coffee chain will launch Book Break, a nationwide discussion day. Program will kick off at Starbucks flagship stores in 25 major markets.
Albom said he has "spent many hours myself reading in Starbucks. It's a fine environment to absorb and discuss a good book."
He commended Starbucks for its focus on literacy and longstanding relationship with Jumpstart.
Starbucks Entertainment prexy Ken Lombard said Albom's latest novel fits perfectly with company's goal of promoting entertainment that is engaging and motivational.
"It just made for the perfect launch," Lombard said.
Lombard said his staff has yet to decide on the next movie Starbucks Entertainment will market.
