PLEASANTON, Calif. — Safeway generated social media engagement with a Facebook-exclusive “Mystery Sale” Monday. Last Friday, it announced that it would offer a product for free on Facebook April 23. No other details were given, except that it featured a picture of a coffee cup. At 9 a.m. PST Monday, the offer was revealed: a free 24-gram (0.8-ounce) sample of Gevalia house blend coffee. To get a sample by mail, users had to “like” the Safeway Facebook ...

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