Brands are turning to 21st century technology to drive engagement by helping consumers connect with their loved ones on Valentine’s Day.
Starbucks has unveiled augmented reality (AR) cups in time for February 14th, which not only encourage people to purchase a coffee, but also lets them buy one for their Valentine.
Smartphone users with the AR app can create a virtual message that can be seen only by scanning the Starbucks Valentine’s Day cup.
Pointing the phone’s camera at the cup’s heart image creates a video showing petals flying off the cup, which can then be shared by email or Facebook.
The campaign, running from February 6th-16th, goes even further by letting customers send a Starbucks Card eGift via the app and time it to arrive on the 14th.
Krispy Kreme is also hoping to encourage online engagement with a new app for Valentine’s Day.
The doughnut company’s Love Roulette game is designed to let single people find their ideal partner by matching their Twitter accounts.
Users can sign in via the brand’s website or Facebook page and are asked to provide their Twitter account details and whether they are looking for a man or a woman.
The virtual roulette wheel then matches them to a potential partner, who they can then start talking to by tweeting messages.
Any couples who do strike up a conversation can then win a dozen Krispy Kreme doughnuts.
These are not the only brands seeing the value in new technology, however.
Heineken recently launched a Facebook app, which lets people send a personalised love song to their Valentine.
The Serenade app is part of the beer maker’s social media drive to target its key consumer group – young men.
But traditional marketing channels are not being entirely forgotten, as the latest campaign from dessert brand Gu shows.
Although the activity is centred on national press titles like the Guardian and Times, the Valentine’s Passion Soufflé efforts are new on at least one front.
There are two ads, one aimed at women and the other at men, reports the Drum.
“The men’s advert encourages them to see the puddings as a gift, while the women’s pushes the soufflés to be seen both as a present and a selfish treat,” Gu’s marketing director Ellie Fennell told the news provider.