Home

11.25.19

Starbucks Sleighs with New Instagram AR Lens

by T3 Connections

The holiday season rolling around means a lot of exciting things: going on vacation, visiting family, receiving gifts and, of course, Starbucks’ holiday cups. After 22 years of releasing newly-designed holiday cups each year, the brand decided to add a new element in 2019 by creating an AR feature on Instagram Stories for the cups (think Snapchat filters). If a user has one of Starbucks’ holiday cups, the AR effect will detect the cup and create a neat animated effect around it unique to each design.

Here’s why Starbucks’ holiday cup AR activation is a great marketing move:

  • Keeps a classic relevant. The Starbucks holiday cups are already a big deal, especially on social media. The AR element embraces technology to make the cups even more unique and shareable than in past years.
  • Gives a new reason to buy. In order to use the AR effect, you have to have a holiday cup, which encourages purchases. Each of the four limited-edition cups has a different effect, to boot! #GottaCatchEmAll
  • Meets people where they are. With over 500 million daily active Instagram Stories users, this activation gives Starbucks a platform to reach countless potential customers. It allows fans to create a unique moment with the brand, which they can share with all of their friends online.

Brands take note: Starbucks shows us all that customers are no longer just looking for what’s inside the cup—they’re looking for an experience.

T3 Connections

Related Thinking

End of the Week

05.01.20

End of the Week

Brain Manipulation and Shopify Flips the Script

Trends on Tap: CES

01.17.20

Trends on Tap: CES

Brandon Gredler, Director of T3 Labs, shares some of T3's favorite tech from CES 2020.

Getting Started with Search: An Intro to Search Engine Optimization

11.15.19

Getting Started with Search: An Intro to Search Engine Optimization

Think of the last time you searched for something—it may have been a product, a local music artist, or a question like what time does the mall close? A search engine like Google receives 63,000 searches per second on any given day. However, the average user won’t scroll past the first 5 listings on the results page. This is where SEO comes into play.