Augmented reality and beverages: new ways to reach the user
Beverage brands have always been known for creating the most creative campaigns.
With augmented reality being a very visual and eye-catching resource, it is not surprising that beverage companies are using it to advertise their products or create experiences for their potential buyers. Here are some examples of how beverage brands have implemented augmented reality in their campaigns.
Jack Daniel’s. Augmented reality to tell us about its beginnings.
The world’s most popular whiskey brand has released an augmented reality application. This application turns the well-known Jack Daniel’s labels into books that tell stories. Through the camera of a smartphone or tablet, users can turn the label of any Jack Daniel’s bottle (regardless of size) into a 3D book that tells three stories. The first explains the whiskey creation process. In detail, it offers information about the water used, the processing of the ingredients, the fermentation and subsequent distillation… It even details how the barrels in which the Tennessee whiskey will mature until it is fit for consumption are made. The second story shows us in detail the distillery where the company was founded, located in Lynchburg, Tennessee, United States.
Through the camera of our device, we can “visit” Jack Daniel’s office,
the cave where the water was obtained, the Motlow House (included in the National Register of Historic Places in the United States) or the cellar where the barrels were housed. The third story offers information about the life and work of Jack Daniel’s, founder of the brand. With this augmented reality and beverage experience, the well-known whiskey brand achieves two objectives. First, it attracts the curiosity of new consumers. Secondly, it makes regular consumers interact with the brand like never before.
Augmented reality makes 19 Crimes Wine bottles talk to us.
Australian wine company 19 Crimes has managed to make its bottles talk to us. To understand this, a bit of context is needed. The labeling on the bottles of this brand shows different criminals who, after having committed crimes in Great Britain, were expatriated to Australia during the 18th century. Using an augmented reality and beverage app, and again through the camera of our device, 19 Crimes has managed to create “talking bottles”. Once we focus on the bottle with our camera, the criminal’s camera animates, and he starts to tell us his story. With this campaign, 19 Crimes enhances the user experience, while offering us a point of view on Australia’s past that we often overlook.
Whiskey Shackleton: a fascinating story told through augmented reality.
By focusing on a limited edition of this whiskey’s packaging with our camera, an interactive infographic explains how in 2007 three cases of whiskey were found in an abandoned camp in the Antarctic. This camp was set up in 1907 by Sir Ernest Shackleton, a legendary explorer known for his campaigns in the Antarctic. To maintain the morale of his crew, Shackleton purchased 25 cases of high-quality Mackinlay’s whiskey. One hundred years later, three of these cases were found in perfect condition. From this find, Richard Paterson decided to create Shackleton whiskey, in honor of the adventurer. The augmented reality and beverage application recreates Shacleton’s journey, while explaining to the user details about the exploration of the Antarctic.
Augmented reality, Guinness and Singapore
Irish stout brand Guinness launched an augmented reality and beverage campaign specifically for the city-state of Singapore. In this city, Guinness beer is known by the nickname “the Red Tongue Dog”. For this reason it launched an AR campaign where users can scan a logo specifically created for the campaign by a local artist. This logo, present on both posters and a special edition bottle, is transformed to display a wealth of information about Guinness’ relationship with the city-state of Singapore. Thanks to this campaign, Guinness was able to increase its sales in Singapore and strengthen its popularity on social media.
Don’t know what to drink? Bombay Sapphire and augmented reality help you,
The Bombay Sapphire gin brand also launched an augmented reality campaign. When the label of the bottle is scanned, an animation that reflects the exotic character of this gin appears overprinted. In addition, this experience offers 360 videos showing different ideas of cocktails in which this drink is used.
From TwoReality we continue to create the best content and applications for different devices. Tell us about your project.
