Online dating is so 2003.  But in the "why didn’t they  think of that sooner" category, Starbucks and Yahoo Personals are teaming up with Espresso Dating, a co-branded promotional site for  their decidely complimentary services.  What better place to meet your online date for the first time than a Starbucks?  Neutral territory, a casual and safe setting,  low commitment of time and funds.  When the coffee  runs out, you can beat a hasty exit or move on to part two of the date.

The site offers dating advice ("unless you’re meeting  for a sporting event, better to leave the baseball cap at home"), a store locator, and a clever cross-marketing promotion- a $1o coffee card when you sign up for the monthly personals service. It’s a very basic execution, but highly measurable, and aptly, it runs through Valentine’s Day.

Misha Cornes