When Treasury Wine Estates released 19 Crimes Snoop Cali Red this summer, named after its new wine partner, rapper Snoop Dogg, it already came up with the brand’s signature AR-enhanced label.
Now, with the help of creative studio Tactic and 8th Wall’s web-based AR platform, Snoop Cali Red has a new (and arguably more impressive) AR experience with the dee-oh-double-gee.
Like other Treasury Wine Estates products such as The Walking Dead and Brazen, Snoop’s likeness comes to life when scanned with the Living Wine Labels app for iOS and Android, animated on the label through your smartphone’s camera view .
The latest AR magic trick, entitled “Ask the Doggfather”, can be accessed through the companion mobile website. As with the app, scanning the label through your mobile browser unlocks the experience, which starts with a voice prompt to ask Snoop a question. In response, a virtual version of Snoop appears in front of the bottle and answers the question, Magic 8-Ball style.
“Our app-based Snoop Cali Red AR experience performed beyond our wildest dreams, so this time we re-engaged with the 19 Crimes team with the ambition to reach an even wider audience,” said Peter Oberdorfer, president from Tactic, in a statement. “At the same time, we were already blown away by what we saw from 8th Wall’s technology. In a way, this was the perfect use case – we knew that both 19 Crimes and Snoop Cali Red had huge augmented reality audiences of the native app, so What better location to launch to an even wider audience? Together with the Cashmere team, we came up with an experience that emulates a Magic 8-Ball, allowing a Snoop Dogg hologram to respond to a variety of questions. ”
The experience is powered by the new Curved Image Targets functionality in 8th Wall’s WebAR platform. While typical image recognition technology (such as 8th Wall’s proprietary Image Targets) is designed for flat targets, 8th Wall’s innovation is ideally suited for bottles, cans and other convex packaging.
“We are delighted that Tactic is the first to use our Curved Image Target technology for a customer-centric experience,” said Erik Murphy-Chutorian, founder and CEO of 8th Wall. “With WebAR, users can now activate wine bottle AR experiences with just the tap of a link.”
With the Curved Image Target technology and the range of web-based AR versus dedicated native apps, 8th Wall is poised to take advantage of beverage brands from Coca-Cola and Body Armor to Jack Daniels and Patrón Tequila who are increasingly turning to AR marketing for their products. to apply.
Meanwhile, with other AR appearances via Marvel and Snapchat, Snoop Dogg is well on his way to becoming the Doggfather of AR.