Despite Corona beer’s unfortunate social media-fueled association with the virus behind a global pandemic, beverage maker Constellation Brands has pushed its marketing like a lime through the mouth of a beer bottle.
The brand’s latest effort leverages an AR experience to entice drinkers with the Corona Hard Seltzer line of “spike sparkling water”.
Built on Blippar’s web-based AR technology, the AR experience opens a portal to a virtual beach, perhaps somewhere in Mexico, with the different flavors of Corona Hard Seltzer arranged in a circular formation. Users can access recipes and play mini games to suit every taste. In addition, they can order the products through the Basketful shopping delivery service.
“Augmented Reality is reinventing how brands connect with their consumers, wherever they are. Corona Hard Seltzer is committed to empowering consumers to find their pure beach feel in a way that is unique to our brand,” said Rene Ramos, vice president of experiential marketing at Constellation Brands, said in a statement. “The AR experience allows them to step into a tropical oasis in an innovative way.”
The immersive experience will be available through digital advertising and social media targeting consumers in more than 15 US states. In addition, customers can scan QR codes on product packaging to unlock the experience.
Following bankruptcy, Blippar has set its sights on AR advertising to monetize its technology. As part of this approach, the company added web-based AR capabilities to its Blippbuilder platform shortly after its relaunch. One of the most lucrative areas for technology is the food and beverage industry, with companies such as PepsiCo and Cadbury as the company’s customers.
“Online purchases will make up up to 20% of all food and drink sales by 2025, expected to be worth more than $ 25 billion. Whether triggered through digital advertising or product packaging, COVID-19 has a need to create a where physical and virtual brand experiences intertwine, ”said Faisal Galaria, CEO of Blippar. and accurate analytics are delivered to reach and understand consumers and forge deeper connections. “
However, Blippar also has stiff competition in this area, with 8th Wall and Zappar also running food and drink campaigns with their respective web-based AR platforms. In fact, 8th Wall recently launched an AR experience for 19 Crimes Snoop Cali Red, coincidentally with rapper and Corona pitchman Snoop Dogg. Meanwhile, Zappar’s technology has supported campaigns with Body Armor and Shackleton Whiskey.
With brands like Jack Daniel’s and Coca-Cola also embracing AR, there may be plenty of AR business to go around.