Bringing Barefoot® packaging to life with an AR music experience
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Project Overview
Barefoot Band Together
With its instantly recognizable footprint logo, Barefoot produces some of the most iconic bottles in the wine aisle. Wanting to put that footprint to good use and engage consumers with an on-package AR experience supporting two non-profits, Barefoot teamed up with Black Eyed Peas and entertainment agency, FlyteVu. Subvrsive jumped on board as a technology partner to bring the experience to life.
Work
Music meets technology
To ‘Band Together’ with Barefoot, consumers were invited to visit bandtogether.barefootwine.com to learn more about the campaign, enter for a chance to attend a virtual meet-and-greet with Black Eyed Peas, and download the Barefoot Wine AR app, which is key to unlocking the AR experience.
Within the app, users could scan the footprint logo on Barefoot products to bring to life an exclusive “VIDA LOCA” AR performance. The more labels scanned, the more visual and audio components were unlocked until users could hear the full remix and see a tabletop performance featuring animated versions of Will.i.am, Apl.de.ap, and Taboo.
Results
Social Impressions
& Social Good
Barefoot officially announced the campaign on September 2, and Black Eyed Peas helped spread the news on their own social channels. Within the first three weeks of its launch, the ‘Band Together’ campaign generated around 11 million social impressions.
The ‘Band Together’ campaign remained active through November 2020. For each label scanned with the app, a $1 donation was made to Children of Restaurant Employees (CORE) and the American Cancer Society, with up to $100,000 being split evenly between the two non-profits.
"Subvrsive is our go-to-partner to help us bring to life our outside-the-box (or bottle) campaigns! They are responsive, quick to adapt, and always deliver quality product. The Barefoot Band Together campaign is a perfect example of leveraging pop culture and technology for a great cause."
Opportunity
Captivating Audiences Digitally
Currently, many brands that would normally produce live consumer events are exploring ways to replace or supplement their event strategies with digital experiences. The good news is, today’s technologies allow for some truly creative virtual solutions, like Barefoot’s ‘Band Together’ campaign, that enable brands to foster meaningful connections with their audiences online.
Press
Similar experiences
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