The new ‘Moo Vision’ concept enables users of the mobile app to view a series of Augmented Reality experiences simply by pointing their handset at a selection of Ben & Jerry’s ice cream tubs. No QR marker or webcam are required as with numerous other AR campaigns.
In many ways Ben & Jerry’s simple psychedelic messaging, which it employs across the brand, is perfectly replicated within these colourful and vibrant cityscape and farming dioramas. The AR content itself is on brand in that it promotes the fair trade messaging it is seeking to convey. However, the technology seems to have somewhat overshadowed the experience. That’s more a criticism of AR itself than the brand’s efforts; at this nascent stage AR is high on potential and low on usability and engagement.
Overall Ben & Jerry’s have done well to capture a first and lead a campaign from print to 3D on pack visuals with real charity of the Fair Trade messaging in their own unique style. Adding an extra level of either functionality or fun would help add the cream to the app’s cookies.