Starbucks is letting customers bring the joy of their holiday cups anywhere with its new Instagram filter.
Dubbed ‘Holijoy’, the new filter gifts users with four new lenses—all of which can be accessed by placing a holiday-themed cup in front of a smartphone camera. When the filter launches, users will be met with cheery holiday greetings, snowflakes, and red and green patterns floating around the cups. To use the filters, customers can go to the Starbucks Instagram page where they will find a button prompting them to try new festive augmented reality filters. Users can snap a picture with the filter and share it on their own social media accounts. Customizing content on Instagram is critical for Starbucks, as it is currently one of the top interactive brands on the platform, according to a Gartner L2 report on the topic.
This is not Starbucks’ first foray into augmented reality, but it is the first time the coffee chain has partnered with Instagram to develop a lens. Using augmented reality to promote campaigns is slowly becoming an advertising mainstay, especially as Starbucks rolls out different AR projects for everything from the seasonal cups to the company’s sustainability efforts.
The Holijoy lens lets customers share the joy of the festive cups digitally. Brands looking to bring festive merriment to users through augmented reality could look to Starbucks and it’s early augmented reality gift.