Budweiser’s ill-conceived “Buddy Cup”


The Drum reports (a month ago, but I’m working through a backlog) that Budweiser unveiled a beer glass that connects two people via Facebook when they toast using the glass.

Very clever and totally misguided. I like the direction they’re thinking in — they are cribbing off of existing social gestures to support an augmented experience. Great. But one rule for augmenting existing gestures is that the augmented effect should be exactly commensurate with the extent to which the gesture is casual or intimate. Friending someone on Facebook is intimate. Toasting someone is casual.

So people using that glass will either wind up with inappropriate friend relationships or suppressing their natural toasting behavior. That’s the opposite of an augmentation.

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