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Starbucks Coffee Co. is proving that mobile plays an integral role in its day-to-day initiatives with a brand new augmented reality app that makes its holiday red cups and low come to life.
Starbucks has released its latest Starbucks Cup Magic app which is on the market in Apple?s App Store without spending a dime download. Consumers can discover Starbucks holiday characters, that are found on the red cups, coffee bags and signage.
?Augmented reality has long been touted as a strong discovery tool, for looking down streets and seeing location-based deals and specials,? said Wilson Kerr, Boston-based mobile marketing consultant.Â
?It has not materialized as such, so Starbucks is properly limiting the trigger image to their very own products and using it as an revolutionary engagement tool, to create buzz and drive app downloads,? he said.
Mr. Kerr shouldn’t be affiliated with Starbucks. He commented based on his expertise on the topic.
Starbucks is a retailer of specialty coffee with stores across the globe.
Mobile magic
Consumers can download the app and scan the red cups, holiday coffee bags or in-store signage by holding their device roughly 12 inches away from the item they’re scanning.
Then, once the animated characters appear, users can move their device left, right, up and down across the character.
Consumers may tap the character to interact.
The Starbucks Cup Magic app lets users unlock five characters.
?Seeing a sledding dog is not going to cause anyone to purchase more coffee, but sharing this fun mobile discovery with friends via social media linkages creates a viral buzz that will definitely drive latest app downloads for Starbucks,? Mr. Kerr said.
?The discover all of the characters challenge element adds a game layer to the app, which is a time honored and proven technique to increase consumer brand engagement,? he said.  Â
Holiday cheer
In addition to experiencing Starbucks Holiday characters coming to life, consumers can even have the option to make use of the brand new app to pass along a merry sentiment to family and friends.
The Starbucks Cup Magic app lets users share a snapshot of the vacation scene via email or Facebook.
Additionally, consumers can stay current with Starbucks holiday promotions via the app.
Users can visit the promotions section of the app to learn in regards to the events happening at Starbucks comparable to its Buy One, Get One event and the 12 Days of Gifting event.
The app can be equipped with an egift feature that lets users send Starbucks Card egifts to friends and family members from their smartphone.
The company decided to make an augmented reality app with the quantity of things the technology can do.
Consumers at all times have their smartphone device available and make animations come to life not only helps engage consumers, but create a novel experience for them.
?Any mobile technology play will likely increase sales for Starbucks,? Mr. Kerr said. ?They have an ideal demographic sync with smartphone owners and are a pacesetter in mobile marketing and commerce, with over 20 million mobile transactions already under their belt.
?People love Starbucks they usually love their smartphones, so a branded Starbucks app will likely be a gift many open this holiday season,? he said.Â
Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York
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