Augmented Reality
Drives Interest in
Interactive Print
Consumers today want to go interact with brands beyond
just a simple purchase; they are looking to be part of the
brand story, part of something bigger.
By Joann Whitcher
Last year, Treasury Wine Estates created a sensation with its augmented
reality label for its 19 Crimes brand. Consumers that downloaded the 19
Crimes app from the app store and scanned the wine label were treated to
true tales of British criminals accused of 19 specifi c crimes punishable by
relocation to Australia.
Launched July 2017, the 19 Crimes AR
label was conceived to help drive consumer
engagement, taking into account
that smartphones are an integral part of
consumers’ lives.
TWE collaborated with Tactic, a creative
technology company, and J. Walter
Th ompson SF to create the award-winning
label. To bring the 19 criminals
to life, Tactic combined its expertise in
character animation, visual eff ects, and
mobile AR.
“We were looking at ways to add an
interesting experiential element to bring
our brands to life to the consumer—both
at the shelf and aft er purchase, when
consumers are enjoying our wine,” explained
Michelle Terry, Chief Marketing
Offi cer, Treasury Wine Estates.
“We saw AR as an opportunity to tell
a brand story in a highly engaging and
novel way,” she added. “We had a vision
to disrupt the category, going beyond
traditional approaches of neck-tags or
paper-based point of sale, to engage
consumers at the point of purchase.”
Th e fi rst of its kind in the wine
category, reported Terry, the platform
has driven strong growth for 19
Crimes—across the US and globally as
well. Based on this initial success, fi ve
brands are now live with the Living
Treasury Wine Estate’s interactive printed
labels on signature wine bottles
Wine Labels app; along with19 Crimes,
the brands include Walking Dead,
Beringer Brothers, Lindeman’s Gentleman’s
Collection, and Chateau St. Jean).
Technology Trends in AR
Augmented reality is coming into
its own. While it’s been around for a
number of years, it wasn’t until Pokemon
Go and SnapChat integrated AR into
their applications that the technology
captured the hearts and minds of
consumers, brands, and marketers.
Thinkstock/iStock
18 Printing News June 2018 PrintingNewscom
/PrintingNews.com