ecently, Starbucks surprised Manhattan subway commuters with free Metrocards and Chicagoans with free movie tickets. It shouldn't surprise people if between now and Christmas a stranger gives them lift tickets in Denver, skating passes in Toronto or even free parking at a Michigan hospital. All this, because they want their act of benevolence passing on their good deed to other people by being kind to them - to hold open a door or even offer them a cup of coffee. And when one completes the deed, he/she gets a 'cheer pass' a tracking device numbered card as a viral component.

The chain is hoping that with this viral effort, the people who receive the pass will log onto their holiday microsite www.ItsRedAgain.com and share how and where they received the pass - an effort to sustain the chain of cheer. Other goodies which the participants stand to gain are holiday coffee blends and other gifts which they can buy through Starbucks. ... more