'Band Together': Bringing Barefoot Wine Packaging to Life with AR

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Brand: Barefoot Wine | Agency: FlyteVu

#BANDTOGETHER

Bringing Barefoot® Packaging to Life with an AR Music Experience

 

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. We jumped on board as a technology partner to bring the experience to life.

The Idea:

Create a uniquely engaging AR campaign that invites fans of Barefoot and Black Eyed Peas to ‘band together’ in support of two national non-profits.

The Work:

Within six weeks, we created an augmented reality experience that invites users to scan the footprint on Barefoot products to ignite an exclusive remix and AR performance of Black Eyed Peas’ single “VIDA LOCA”.

The Result:

A one-of-a-kind AR music experience that generated around 11 million social impressions within the first three weeks of its launch.

THE USER EXPERIENCE

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.

 

 

THE 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 will remain active until the end of November. For each label scanned with the app, a $1 donation will be 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.”

– Laura Hutfless, Partner, FlyteVu

VIRTUAL EXPERIENCES

Captivating Audiences Digitally

 

This year, 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.

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