The challenge: To connect with a young audience and boost brand awareness in Europe
Starbucks
A multinational coffee shop chain and world leader in the creation of personalised coffee drinks and customer experiences.
Food
The solution: A gamified and interactive augmented reality filter on Instagram
Innoarea designed an interactive augmented reality filter based on a 15-second mini-game integrated into Instagram Stories. To complete the challenge, users had to tilt their heads from side to side to ‘catch’ the key ingredients of the PSL on screen: pumpkin, milk, ice and coffee, combining facial tracking technology with fast-paced and fun gameplay mechanics.
Once all the items had been collected in time, the experience triggered a shower of virtual confetti and transformed the user’s face into a smiling pumpkin. This combination of gamification, visual rewards and high shareability encouraged thousands of users to post and share the filter on their profiles.
Impressions generated
AR experience openings
Content shared on Instagram
- 15-second time trial with interaction via head movements
- Accurate gesture and position detection for capturing virtual objects
- Animation featuring confetti and an interactive mask when the objective is completed
- Simultaneous launch tailored to Starbucks’ accounts in five European countries
Key findings
The launch of the Augmented Reality filter successfully exceeded the targets for regional visibility and engagement. Thanks to its playful nature, Starbucks achieved a substantial increase in organic engagement in Spain, Portugal, the Netherlands, France and Belgium, positioning the PSL naturally within the digital conversation.
The high volume of shares generated a multiplier effect in terms of visibility for the brand’s official accounts, demonstrating the potential of immersive and gamified experiences as a key tool for connecting with younger generations on social media.
