Keep yourself busy with educational content and take a tour of Lynchburg to discover the world of Jack Daniel’s – it’s now possible. Jack Daniel’s Tennessee Whiskey is offering an augmented reality (AR) application, which will take consumers on a virtual tour of the distillery through a series of dioramas inspired by animated books. Over 10 minutes of interactive content for a totally immersive experience, rich in storytelling and visuals, and 100% true to the Jack Daniel’s spirit.
“In today’s world, it’s essential that we can speak to our fans and consumers wherever they are,” said Jeff Cole, Modern Media Director at Jack Daniel’s. “That means offering them unique, interesting and relevant content across a variety of digital channels. In 2016, we created an immersive virtual reality experience, and last year we launched our official “Around the Barrel” podcast. This new AR experience is a further step in our brand storytelling.”
Once the app is downloaded, consumers simply point their smartphone at any bottle of Jack Daniel’s Tennessee Whiskey, from the 5cl mignonette to the 1.5l magnum, to discover the animations, recordings and anecdotes that make this 150-year-old brand unique, from the Cave Spring source to the distillation process.
“Augmented reality is a technology that has reached a very interesting stage, and new technical developments are constantly expanding the field of possibilities,” said Peter Oberdorfer, president of Tactic. “The Jack Daniel’s AR application is based on a technology that raises the bar for creative storytelling in this new format. The lessons learned and best practices from Jack Daniel’s will be useful to us as we develop AR applications for other brands and sectors.”
The AR experience is divided into three independent components, each designed to reproduce an artisanal universe and integrate into an environment with luminosity and textures evolving in real time. The first experience transforms the bottle label into a miniature version of the Jack Daniel’s distillery. The second allows visitors to follow the Jack Daniel’s Tennessee Whiskey production process step by step, while the third features a meeting with its founder, Jasper “Jack” Daniel himself.
The ra jack daniel’s app is now available to download for ios and android.
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