With two wars being fought and an economy in crisis, the 2008 presidential election was a pivotal event for the nation. Starbucks saw this as an opportunity to use its size as an advantage to mobilize customers to vote.To mobilize customers and incite a movement, we created a construct whereby if customers did something, Starbucks would do something in return. In this case, if you voted, Starbucks rewarded you with a free cup of coffee on Election Day. The ad created emotion and inspired potential voters.