It could be Starbucks, the famous American café but the idea is just a student project at the moment.
What would be the utility?
Starbucks could help its customers to get up easily in the morning. If you don’t snooze your phone to try to sleep a bit more, the brand congratulates you. By giving you some points, the brand offers you a discount for your morning coffee. The student project is very clever and perfectly illustrates the context marketing. Have a look to the video to see how it works: