The idea for myCup is to improve the incentives for people to use reusable mugs.  From my experience, many people have reusable mugs, but simply do not use them.  With the proper incentives set-up, I believe we can change this.
myCup is structured to leverage crowd-sourcing and wide-scale aggregation to drive incentives.  So, not only are there individual incentives based upon a customer's pledge to use their reusable mug and their doing so on a recurring basis, but the program also provides group incentives across subsets of myCup users.
Lastly, by employing a bit of passive marketing, some healthy competition and real-time updates of customer's positive activity, myCup should be able to capitalize on viral growth.