Dec 1, 2007 12:00 PM, Amy Johannes

Starbucks is back again with its Cheer Pass promotion, this time spreading good tidings across the globe.

For the first time, the cards are being distributed outside the U.S. in more than 40 countries and in 16 languages. The cards were handed out at Starbucks locations last month, and this month at various surprise events along with free beverages or other treats.

The cards carry messaging that encourages people to do something nice for someone and then to pass the card along to someone else who in turn offers an act of kindness and on it goes.

More than 2 million passes will be circulated, quadrupling the amount handed out in the U.S. last year.

“Cheer is universal, so it makes sense to extend this globally,” Tricia Moriarty, a Starbucks spokesperson says.

In Turkey, Germany and Spain for example, Cheer Passes are incorporated as part of a sampling effort called the Starbucks Red Cup on Cars program.

A magnetic version of the company's red cups are attached to vehicles to look as if the cup had been forgotten on the roof. People who alert the employees inside the cars receive a Cheer Pass, a free Starbucks beverage or a 2.5-ounce sample of Christmas Blend coffee.

And in Japan, the passes are handed out as part of a mobile sampling program.

Even the meaning of “cheer” is foreign in some markets.

Stores in France, Switzerland, Austria and Spain ran workshops and taught employees through role play the concept of spreading cheer, says Shannon Jones, director of marketing for Starbucks' Europe, Middle East and Africa region.

Starbucks bypassed any potential language barriers by translating messaging to the country's native language. It also made its campaign Web site available in multiple languages.

Some markets were unable to use certain illustrations associated with the campaign.

China, for example, dropped the images of holiday carolers on its bags and signage since caroling is not a common activity in that country.

“It's just a matter of ensuring the campaign theme is relevant around the world,” Moriarty says. “While ‘Pass the Cheer’ might not translate directly in every language, the sentiment of doing a kind deed for others is universal.”

The word “holiday” is also avoided in some instances.

“We call it ‘Christmas’ in other parts of the world because holiday is considered ‘vacation’ in most international markets,” Jones explains.

At a dedicated Web site, www.ItsRedAgain.com, Cheer Pass holders can enter a code on the card to locate a “cheer chain” to see how far one cheer pass can go or contribute a story. Visitors can read about other acts of cheer and holiday wishes, or send personalized greetings to friends and family by creating avatars. Within a week of the launch last month, more than 8,600 stories had been logged.

In the U.S., Starbucks this month hands out the cards at community events, including tree lightings and winter festivals and other locations, as well as treating people to free ice skating and pre-paid parking meters.

For more articles on sampling, go to www.promomagazine.com/sampling

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