Starbucks pulls in brand recognition to build New York Times subscriptions

Starbucks is teaming up with the New York Times on a promotion that doles out free access to the publisher’s newly launched mobile news product.

Starbucks’ My Starbucks Reward members can receive 12 weeks of access to the New York Times’ new NYT Now mobile application. What is interesting about this initiative is the fact that Starbucks is essentially leveraging its brand reputation to drive mobile app downloads and adoption for the New York Times’ initiatives.