A new sparkling wine from 19 Crimes has an AR app that displays Snoop Dogg rapping in augmented reality on the wine label. As augmented reality becomes more popular, many companies have started to create custom AR experiences to promote their products. Advertisements with AR content overlaid have been around for some time and are likely to be used even more prominently in the future.
As a marketing tool, AR has the potential to expand on traditional forms of advertisement, incorporating sound effects and animations displayed over 2D images. Some AR effects go beyond 2D image markers to overlay 3D effects on the user's environment. For example, there is an AR app that will turn reality into Minecraft with a 3D pixelated filter.
19 Crimes has partnered once again with Snoop Dogg to release its first sparkling wine, which features a wine label that can be viewed with an app to watch Snoop rap in augmented reality. Snoop has collaborated with 19 Crimes previously on other wines including Cali Rosé and Cali Red Blend, both of which also feature AR wine labels. While the previous AR effects were limited to animated phrases, what sets the new Cali Gold apart is the addition of a musical element. To view the custom augmented reality filter, users can download the 'Living Wine Labels' app, select '19 Crimes' to download the effect, and scan the Cali Gold wine label to watch Snoop Dogg's rap come to life.
Wine Labels Come To Life With AR
The AR filters on 19 Crimes' wine labels are an innovative way to add interactive elements to its customer engagement. However, the process of downloading a dedicated app, then having to download the respective effects to view the AR filter on a mobile device requires some patience. It would be ideal if customers could simply scan a QR code to automatically view the effects with WebAR rather than having to download an app. Despite the extra steps needed to view the effect, 19 Crimes' living wine labels provide a preview of future AR integration in advertising.
With companies like Meta, Apple, and Snapchat getting started on the future of AR, more brands will likely be looking for new ways to incorporate augmented reality elements into their products and promotions. AR elements like animations of 2D images are just the beginning. As the technology continues to develop, consumers can expect to see many new AR effects and filters accompanying their purchases.
Source: 19 Crimes