In partnership with San Francisco-based developer Tactic, Jack Daniel’s new augmented reality (AR) app will take consumers on a journey through the Jack Daniel Distillery in a series of pop-up book dioramas. The experience details the process of making the famous Tennessee whiskey and the story of its eponymous founder.
“In today’s world, it’s important for us to reach fans and consumers where they are,” said Jeff Cole, modern media director for Jack Daniel’s in a press release. “That means sharing content that’s unique, interesting and relevant though a variety of digital mediums…this new AR experience is taking our brand storytelling to the next level.”
To hear the story, users need to download the Jack Daniel’s AR app available on both the Apple App Store for iOS devices and the Google Play Store for Android devices, and then point their devices at any bottle of Jack Daniel’s whiskey.
“Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what’s possible,” said Peter Oberdorfer, president of Tactic. “The Jack Daniel’s AR app features technology that sets the bar for creative storytelling in this new medium. The learnings and best practices from Jack Daniel’s will help inform the development of AR apps across different brands and industries.”
What makes the Jack Daniel’s AR experience stand out from other AR marketing campaigns is that it draws audiences with more than just the novelty of a visual overlay. By providing a substantial experience that engages with someone on more than just a passive level (such as with the Washington Capitals Tilt The Ice campaign), that experience can leave a meaningful impact on audiences. Those people walk away with not just an entertaining time, but also a sense of connection and clout for the brand they interacted with.
