Jack Daniel’s is one of the most famous whiskey brands in the world, helped in part by its long and proud history. For those wanting to learn more about the company while taking a sip all they need to do is download a new augmented reality (AR) app that transforms the renowned bottle.
Jack Daniel’s Tennessee Whiskey partnered with San Francisco-based Tactic, a company specializing in the production of immersive experiences to build a unique app. Users can point their phone at any size bottle of Jack Daniel’s to uncover 10 minutes worth of stories that make the 150-year old brand so well known.
Divided into three unique parts, each piece of content has been designed with the look and feel of hand-crafted models. The first transforms the front label of the bottle into a miniature version of the distillery, while the second walks step by step through the process of making the whiskey, and the third shares stories of the man himself, Jack Daniel.
“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 statement. “That means sharing content that’s unique, interesting and relevant though a variety of digital mediums. In 2016, we launched an immersive Virtual Realty experience and in 2018 we launched our official podcast, ‘Around the Barrel.’ This new AR experience is taking our brand storytelling to the next level.”
“Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what’s possible,” adds 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.”
The Jack Daniel’s AR app is available for download now – but only in the US – for both iOS and Android platforms. In other AR news, Shutterstock has also released a new AR app today, allowing users to view images in their homes. For further AR updates, keep reading VRFocus.