Just saw this in my twitter feed.

Thanks to you, we just passed @cocacola as the largest brand on @Facebook. Become a fan here: http://facebook.com/starbucks

This is impressive and no doubt their free pastry promotion played a part.  It's a simple idea that I see broken down into two parts:

a) people love anything free and they love free FOOD even more.

b) Starbucks' use of social media tools such as the sponsored event invitation in Facebook for their free pastry day are a terrific use of viral marketing.  You see your friends "attending" so you decide to do it too. 

At least, it worked for me.

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