Starbucks offered a free cup of coffee to anyone who said they voted on November 4^th. So, it seems they are adding civic action to the long list of other worthy activities they endorse. Starbucks is known for Fairtrade, (red) and a bunch of other worthy efforts, but this was a new one on us. Of course, the Starbucks brand will hope to benefit from a reflected perception of fairness, egalitarianism and civil duty. This year’s American election saw politicians use more savvy new media resources than any previous one. It’s interesting to suppose that big brands can leverage this event in the same way that they leverage the Olympics for example, through direct sponsorship and inference.