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The apps create a meaningful connection from brand to the consumer and uses the world’s love of social media to put the consumer front and centre in the App, along with their favourite beverages.
Simply, users hold the app in front of a participating package. Using artificial intelligence, the app scans and recognises the label, and through using augmented reality, multi-media content comes alive and shows you the brand’s story.
It connects you to your favourite brand and tells you all you ever wanted to know about it. Point the apps at participating packages and go for it.
Features include Brandsphere so you can see the participating brands; favourites so you can have the info to hand, the multi-media content itself and a fanwall where a user’s face can pop up on the packaging.
Well known wineries Debortoli, Provenance, Oakdene and Yalumba are all over the potential for this App as an interactive marketing tool that connects packaging with consumers.
By looking at the label through the App, videos of the brands, images of food pairings, tasting notes, and stockist names will all pop out through the App from an imaginary space around the packaging. Use a hashtag and you will even see yourself on the fan wall on the package.
Not like this.
Australian company Treasury Wines, changed the game in 2017 with an app that let customers point their phone at a wine label to watch, hear and interact with the animated story of the convicts that inspired the 19 Crimes range. 1.2M app downloads, 153M impressions, 412% increase in social media mentions, 60% sales growth and 1M cases shipped in the first year alone. Unsurprisingly, big wineries with deep pockets have since followed suit for a sip of the augmented reality action.
That’s just one label though. Until now, cost and complexity has kept small and medium producers out of the picture. Winerytale & Swigr aims to blow the augmented reality door open to any brand and any label in an inexpensive and easy way.
A BRP report indicated that 48% of consumers said that they’d be more likely to buy from a retailer that provided AR experiences. Unfortunately, only 15% of retailers currently put AR to use. Only a further 32% of retailers stated they plan to deploy virtual or augmented reality applications over the next three years.
AR will open newer, more intimate approaches to people seeing and learning about marketer’s products — even down to how an item might look on their body or in their home. 2019 could potentially be the first year and starting point for brands and publishers to get in on the action as AR offers a fresh and more interactive way to reach audiences.
Augmented reality-enabled phones will continue to be the easiest access point for everyday consumers to experience AR.
Australian company, Treasury Wines, introduced Augmented Reality to its 19 Crimes wine label in 2017. The results speak for themselves: 1.3 million downloads of the Augmented Reality App, 200,000 videos on YouTube, shipping 1.5 million cases annually with a 131 percent increase in year on year sales in US and 44 percent in Australia.