Today Facebook shook up the local deals space with their Facebook Places announcement: the local deal platform which now competes directly with Foursquare, Yelp, Groupon, etc. Facebook launched with twenty premier partners who represented different industries (Gap :: retail; Palms :: hotel; Starbucks : food; Golden State Warriors :: sports; etc). The platform will quickly expand to 20,000 local businesses and then a self-serve platform. Considering Facebook's size, mobile usage and collection of brands / business owners - this is a big deal.
... And Starbucks seems to recognize that. Immediately after the Facebook announcement, they began advertising with premium Facebook ads - specifically promoting their places offer: "Starbucks will donate $1 per Facebook Places check-in up to $75,000 to Conservation Intl. Help us protect 5,000 acres of forest land."