Valentine’s Day is coming and Starbucks is gearing up for a new augmented reality campaign. The famed coffee company launched their Cup Magic mobile application last year for one of their first AR campaigns and the app will be used for their latest initiative. The company has plans to release a series of Valentine’s Day-themed cups that contain virtual experiences that can be unlocked through the use of a smart phone. The Magic Cup app is available for both iOS and Android mobile platforms.
When viewed through a smart phone equipped with the application, the cups will display a virtual animation. Certain cups will have different characters associated with them, such as hearts or bears, and the digital experience will differ accordingly. Consumers will also be able to embed a personal message within the cups and will be able to share this message with their friends and loved ones. Starbucks hopes to mimic the success of past campaigns and believes that consumers will find the new initiative enjoyable.
Companies have taken a liking to augmented reality and mobile technology in general, because it allows them to connect with consumers in a new way. Starbucks expects that their use of the technology will continue to expand in the future, as long as consumers continue showing their support. There has yet to be any evidence that the favor of consumers is slipping, which is good news for the companies adopting the technology.
