![]() Apple now recognizes QR codes with a camera, making it easier.Easier now w/ web AR - can just do through camera phone vs needing an app.Usage goes up during holidays (people like to share it) or the launch of a new SK. ![]() Requires ongoing investment in the app - e.g.Success factors - instant gratification, people shared it and it went viral, good shareability, great creativity, and simple.People scanned and download the app while in the aisle.Consumer awareness - QR code on bottle to download the app, invested in POS displays and in-store marketing, some screens in aisles.AR came a few years after the brand launch, was supposed to be a sales tool, but morphed into a consumer thing.Created a 3d puppet of the person, animated it, and recorded lines.In 2017 - people didn’t want to put on the headset (VR) in-store but were okay downloading the app and AR took off.Started w/ both AR and virtual reality (VR) to tell the story of the brand.Snoop Dogg's partnership has brought in 200k new consumers into wine from beer and spirits.Average consumer - 35-55 years old, wants to be a part of something and can relate to the story of the 19 Crimes.Still need a wine that delivers for the price point and consumer first -> the wine quality creates repeat purchase.1st black matte bottle, collectible corks with crimes on them, and augmented reality (AR.Americans often pick up a bottle because of the look and feel - developed the packaging and story to engage the consumer.A virtual brand, no winery, no visible winemaker - disrupts what a wine brand can be - “The non-wine drinkers' wine”.A Top 15 brand in the US according to Nielsen IRI, ~500k cases sold at $11.50/bottle average.If you love the show, please consider supporting us on Patreon. Ming Alterman, Brand Director for 19 Crimes, gives us the history, best practices, and keys to success for the brand and AR. Re-imagining what a wine brand could be, 19 Crimes has had many innovations, but found lasting success with augmented reality and celebrity partnerships with Snoop Dogg and Martha Stewart. Seemingly overnight, 19 Crimes, a division of Treasury Wine Estates, has become a Top 15 brand in the US and has a global impact.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |