The cups feature five holiday characters that come to life when a phone’s camera is aimed at them. The animations are interactive and perform jumps and actions when the touchscreen is tapped.
Starbucks is also prompting people to enter the Christmas spirit by sending e-cards and special offers to friends through the app. There will be a prize for activating all the animations.
For more on how companies are creating playful campaigns and products to appeal to consumers, read our Gamification microtrend.