As part of its promotional campaign for Tazo teas, the busiest Canadian Starbucks restaurants located in Toronto and Vancouver are now attracting passers-by with the newly-installed interactive storefronts. These projection devices invite people to play an interactive game by guiding a creature of their choice (a hummingbird, a dragonfly or a butterfly) through a journey aimed at collecting all the ingredients for Tazo teas merely as they touch the screen and move their hand around it.

Photo: joeytomatoes.posterous.com

The game concept was initially developed by Starbucks. Afterwards the biggest coffee retailer in the North America commissioned Canadian agency The Media Merchants specializing in untraditional forms of advertising and projection media with the realisation of the idea.

Photo: joeytomatoes.posterous.com

The interactive storefronts have already proven to be an effective advertising tool as they are said to attract thousands of people passing by to come in and stop by.

Photo: joeytomatoes.posterous.com

«This installation is different from other interactive storefronts The Media Merchants have worked on, as they typically utilize empty retail locations. “A vacant venue allows us to build a massive projection screen, as large as the window will allow, while taking advantage of significant foot traffic,” says Jordie Morrow, National Account Executive, The Media Merchants. “Starbucks, on the other hand, wanted to make the most out of their key locations, in Vancouver and Toronto, and these two interactive storefronts are uniquely positioned on two of Starbucks’ busiest locations.”

Starbucks Interactive Storefront from The Media Merchants on Vimeo.