Starbucks hosts new Facebook promotional game creating competition between cities

As Mashable reports in "Starbucks Fans Compete To Bring Pumpkin Spice Lattes to Their Cities First", Starbucks is running a Facebook-based contest to promote their seasonal Pumpkin Spice Latte drink. The contest allows users to perform several activities to earn points for their city, with the winning city getting access to the drink one week before anywhere else.
This kind of casual, fun contest is a preview of where promotional games are going, as they become more ubiquitous. The goals and play are simple and quick, and the contest itself only runs for 5 days. For those who participate, I'm sure the game will provide a quick boost to their engagement with the brand, while giving a nice platform for other marketing activities to Starbucks.
Smaller promotional games, like this, lower the barriers to trying integrated online promotional games, which have too often cost 10s or 100s of thousands of dollars.