Starbucks has officially launched its new holiday campaign which includes its first major augmented reality push. The company has flirted with the concept before, but not to this extent.

Starbucks “Cup Magic” launched for iPhone and Android devices in the U.S. this month. The app works by pointing your phone’s camera at the red holiday season coffee cups and 47 additional objects, such as bags of coffee, on display at Starbucks retail locations, bringing to life all five Starbucks holiday characters.

Starbucks has had a pretty successful year in terms of digital and mobile strategy and execution with the launch of a mobile payment app and a QR code program, all which are intended to enhance the in-store brand experience.

Check out the video below to see how the app works:

I like where AR is headed and how brands are finding purpose in its use rather than seeing it as something “cool” and “neat” to add to their digital program. When done correctly, it becomes a part of the digital mix and can extend the brand experience.