The Emergence of Augmented Reality
In a world increasingly dominated by technology, it’s no surprise that innovations like augmented reality (AR) have risen to prominence. AR, which overlays interactive digital elements on real-world environments, has made significant headway in recent years, offering novel and game-changing ways to engage audiences.
One of the most fascinating examples of AR’s potential to bring seemingly static things to life is the partnership between 19 Crimes, a winery, and Treasury Wine Estates, a multinational wine company. Together, they have revolutionized the wine industry by employing AR to tell the stories of the infamous British convicts who were exiled to Australia in the 18th century.
Adding an Interactive Experience to Wine Labels
19 Crimes wines were originally named after the 19 crimes that could get you sent to Australia, which included petty theft, impersonating an Egyptian, and insurrection. Each of the bottles featured a label with an image of one of the convicts and a brief description of their crimes. However, while the story of the convicts was intriguing, it was limited to the label’s surface and not easily accessible.
That’s where the AR app comes in. By scanning the wine labels with the 19 Crimes app, users can bring the criminals to life, hearing first-hand accounts of their infamous tales as they move around the screen.
Innovating the Drinking Experience
Beyond simply providing a unique and engaging experience for wine enthusiasts, the 19 Crimes AR experience has breathed new life into an industry that has often been seen as traditional and stuck in its ways. By adding an interactive and immersive aspect to what is otherwise a mundane object, 19 Crimes has managed to create a more dynamic experience for its consumers.
This innovation has been so successful that Treasury Wine Estates has expanded the campaign to include other brands in their portfolio, featuring everything from 19th-century whiskey smugglers to superheroes.
The Bottom Line
Augmented reality has proven to be a powerful tool for storytelling, especially in industries like wine, where labels and branding can be a significant factor in customer choice. 19 Crimes and Treasury Wine Estates have used AR to create a uniquely immersive experience, taking an otherwise static object and transforming it into a window into another world. By leveraging this powerful technology and combining it with their exceptional products, they’ve managed to stand out in an increasingly crowded market, redefining what it means to connect with consumers on a deeper level.
(Note: Do you have knowledge or insights to share? Unlock new opportunities and expand your reach by joining our authors team. Click Registration to join us and share your expertise with our readers.)
Speech tips:
Please note that any statements involving politics will not be approved.