Cannot get app to open

Hi.  I downloaded a book app (iOS) from Starbucks selection of the week code.  The 4.10 kb file is showing in my ITunes, but the play button is not lighted and I cannot get it to play at all.  Why is this?

If you downloaded an ibook then you will need to copy it to the iBooks app on an iPad, iPhone or iPod Touch in order to read it - you can't read it on a computer (Mac nor PC).

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