Starbucks is tinkering with “content creation” by starting their very own news base called “Upstanders.” The coffee chain plans to fuel coverage of the presidential election and other hot topics through a “balance” lens on the same level as the The Washington Post and New York Times. Starbucks says it will promote the “Upstanders” series of text, video and podcasts in stores and on its mobile app over the next 10 weeks. CEO Howard Schultz said the app, which accounts for 25 percent of Starbucks transactions, is a “treasure trove” that can give content considerable exposure. Schultz said in an interview that retailers need to evolve to be more “experiential,” and he believes Starbucks will continue to pursue original content. Many companies have been trying to bypass news outlets and become a direct source of information about themselves, sometimes hiring “brand journalists” to create such stories. Coca-Cola runs a “Coca-Cola Journey” website, for instance, and Chipotle gained praise for its animated videos depicting itself as a more wholesome alternative to traditional fast food. Schultz said the Upstanders series is not branded content or marketing because it’s not about Starbucks. But the push is nevertheless a way for the company to try and connect directly with customers. Source: AP
