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Home / Tips and Tricks / New line of Augmented Reality-driven wines celebrate women's empowerment through historical facts «Mobile AR News :: Next Reality

New line of Augmented Reality-driven wines celebrate women's empowerment through historical facts «Mobile AR News :: Next Reality



Just in time for the Women & # 39; s Equality Day on August 26, Treasury Wine Estates is launching a series of augmented reality wines that pay tribute to historically famous women.

When scanning with the Living Wine Label app for iOS or Android, the emBRAZEN wine labels are animated in the app's camera view. There are three wines to choose from: the artist Celia Cruz at Chardonnay, the journalist Nellie Bly at the Cabernet Sauvignon and the entertainer Josephine Baker at the Red Blend.

Image of Treasury Wine Estates

"Women go their own way and take control of their future by bravely igniting progress and change the world, "said Patricia Montagno, Vice President of Marketing for Treasury Wine Estates, in a statement. "EmBRAZEN recognizes local unknown heroes who deserve support to achieve their goals."

In addition, the company launches the program Take Up The Torch on August 26th. Customers are encouraged to nominate women who make changes in their communities. The winner, who will be announced on International Women's Day on March 8, 2019, will receive a grant of $ 25,000 for her chosen cause.

Treasury Wine Estates has conquered a niche in the wine world with a collection of wines with embedded augmented reality experiences to engage consumers. These include Walking Dead Wine, based on the fandom of the eponymous franchise, and 19 Crimes Wine, which tells the story of notorious criminals shipped to Australia in the 18th and 19th centuries.

In April, the company reported more than 1.3 million downloads of the Living Wine Label app worldwide and more than 200,000 videos from the app shared through social media. And the app is among the top 50 food and beverage apps by App Annie.

Image via Treasury Wine Estates [19659005"Weknowthatconsumersoftenfinditdifficulttoselectwinefromacrowdedshelfandwewantedtofindawaytoaddanelementofadventuretotheselectionandpurchaseofwineandtomakeourbrandsstandoutfromthetraditionalcollartagsandshelfwobblers"saidMichelleTerryChiefMarketingOfficerforTreasuryWineEstatesinastatement"Thistechnologyisevenmoresuccessfulthanweexpectedbringingnewconsumersintothecategoryandalsoappealingtotechnologyenthusiastsandwineloversandit'sagreatexampleofhowwethinkdifferentlyaboutwinemarketing"

In my anecdotal experiences with the brand, the experience achieved arouses the intended effect of the customers, especially those who were exposed to little with this particular type of augmented reality. (In other words, boys and girls, this is a pretty good "magic trick" for impressive crushes, dates, or important others.)

Image recognition AR is essentially an evolution of marker-based AR, with images taking the place of QR codes as a basis for tracking AR content. While markerless experiences allow users to place content anywhere a surface is recognized by the app and the device, image recognition can still be particularly useful for adding photos, paintings, product packaging, and other two-dimensional material via animated 3D content improve.

Apple and Google have incorporated image recognition into their respective AR toolkits, and Facebook is injecting the capability into their AR platform, and dissemination of these AR experiences should continue at an increasing rate.

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