Due to America’s current economic situation, many individuals are seeking inexpensive ways to entertain themselves. “Some turn to online gaming, which is free and easily accessible; some arrange for more movie/favorite show nights using hulu.com or renting a bunch of DVDs on Netflix or elsewhere” (*1). Consequently, it’s not hard to believe that many individuals are using mobile apps to entertain themselves. Not only are mobile apps cheap, but they also have the potential to be highly entertaining, as is the case with the new Starbucks app.
Late last year, Starbucks launched its first major augmented reality app, allowing customers to animate their coffee cups with their smartphones (*2)(see video above). The app is very interactive; tapping on one of the characters, for instance, will result in that particular character performing a somersault. These interactive features embedded in the app could potentially be very beneficial for Starbucks. “Applications are interactive experiences which engage fans, build brand awareness, reinforce brand loyalty, drive viral sharing, build fan base, provide insight into demographics and preference, and encourage community interaction” (*3). Thus, interactive apps can not only entertain its audiences, but it can also assist in increasing recognition of a brand and a consumer’s loyalty to a brand. Consequently, this app can (and should) have a positive impact on Starbucks.
Supplemented with Starbucks’ new augmented reality app is a contest for the consumers.