By Kyleen McNicholas
During this crazy time of the year, there is constant chatter about holiday travel plans, Black Friday deals and steals, and everyone’s favorite holiday traditions. This year, the new buzz on the block focuses on Starbucks Coffee Company and their new app, Cup Magic.
On November 15, Starbucks released their new Android and iPhone app, Cup Magic, to go along with everyone’s favorite seasonally red cups. With Cup Magic, you point your device at any seasonally red Starbucks branded items (i.e. cups, bags, etc.) to “watch animated scenes with ice skaters, sledders and cute animals come to life” (Gianatasio, Nov. 10, 2011). For example, when you tap the sledding boy in the app, he does a somersault. The app allows users to keep track of which characters they have already collected, keep a gallery of their favorite Cup Magic images, and receive localized in-store promotions.
With this creatively innovated app, Starbucks has brought the consumer coffee shop experience to a new and heightened level. Using the joyous holiday emotions of consumers, they have found a new way to lengthen and extend the otherwise isolated store experience and setting.