Corona Hard Seltzer has launched an immersive augmented reality (AR) experience designed to raise awareness and provide consumers with an opportunity to travel with the brand. Blippar, known for its AR technology, supports the campaign.
During a time when travel is limited and brands search for a way to make a connection, the experience transports consumers onto a virtual tropical beach where they receive exclusive Corona Hard Seltzer cocktail recipes and can purchase products. Basketful, a Minneapolis-based technology firm that simplifies grocery shopping, delivers the ingredients.
The WebAR experience, which enables brands to prove performance and identify how consumers interact with the brand, will run across digital ads and social media channels in more than 15 U.S. states. Consumers can access it in stores or at home by scanning a QR code on the product packaging.
Similar to other campaigns, a video capture function allows consumers to share their experiences with the brand on social media.
WebAR, the latest development in Augmented Reality, provides a way for smartphone users to access rich and engaging AR experiences through their phone's web browser without having to download an app.
“Online purchases will account for up to 20% of all food and beverage sales by 2025, which are predicted to be worth over $25 billion,” said Faisal Galaria, Blippar CEO, citing data from Statista.
He also believes that COVID-19 accelerated the need to create a new reality where physical and virtual brand experiences collide.
The Corona Hard Seltzer campaign achieves this by highlighting how AR can enhance product packaging to drive brand engagement, while delivering performance.
Other brands have used WebAR as well. Blackwell Rum, for example, partnered with Zappar to create a WebAR experience for the forthcoming Bond 007 movie.
Featured in the WebAR experience is Chris Blackwell, co-founder and CEO of Blackwell Rum and owner of the GoldenEye residence in Jamaica. He shares cocktail recipes and stories about the Jamaican rum brand created by his family.
Similar to a QR Code, the WebAR experience -- which links to a custom website -- is embedded in the label of the bottle and accessed through the barcode.