After several complaints regarding the incentive, they eventually changed the terms for prizing, and offered creatives actual monetary compensation.  Recently, Java posted a tweet promising anyone who replied to the same free coffee for a year, clearly mocking Artcaffe’s efforts in it’s #ARTofthecity campaign. 

They however cleverly limited replies on the post, ensuring that no one would be able to respond to their tweet. Despite this little trick, they still got a bunch of positive feedback, with some people falling for it, and others knowing exactly what they were doing.