Smirnoff has unveiled an augmented reality experience tied to its vodka bottles, in a campaign that the brand is citing as global travel retail first for the vodka category.
Developed as part of the global 'Be There' campaign, the AR experience ties in directly to the Smirnoff Nightlife Exchange project, and a wider campaign running over the summer, which aimed to promote Diageo brands at major travel destinations.
Holding the bespoke bottle in front of a webcam – which Smirnoff will have installed in travel retail destinations – brings an animated airport hangar party scene to life in front of the user as a DJ begins to perform. Customers will also be able to activate the AR element via a dedicated web destination at home.
“We’re really excited about this campaign as it brings the global Be There platform into travel retail as part of our brand-building strategy," said Caroline Lyons, Diageo GTME Marketing Manager White Spirits, Gins and Liqueurs. “We know from our own research that in the travel retail channel we under-index with the target demographic for Smirnoff vodka, the young male leisure travellers aged 25-plus. As such, we want to create a ground-breaking experience which appeals to these guys and taps into their shopping motivations".
This is by no means the first time Smirnoff has utilised its iconic bottle as a platform for music and entertainment content. Back in 2009 the brand created the Smirnoff Speaker Jacket, a limited edition temperature controlled bottle wrap that doubled as an iPod speaker.