19 crimes wine label app download#

The wine is also getting attention in other areas. The Living Wine Labels app has been downloaded more than a million times and has a 4.2-star rating on iTunes. Marketers who adopt augmented reality as part of an omni-channel packaging campaign are also seeing the perks: they’re able to better facilitate personalization, they’re able to create an emotional and interactive connection with customers, and they’re able to get a clearer picture of who’s buying their product and where.įor 19 Crimes wine, the buzzworthy labels are creating a league of brand evangelists. Globally, brands are also realizing the potential of augmented reality, as the overall market is expected to reach $117.4bn USD by 2022, according to Forbes. The winemaker was able to improve communication and deepen consumer engagement. With 19 Crimes, Treasury Wine Estates was quick to learn the benefits of an augmented reality strategy. ‘One of the things we discovered through augmented reality is that it allows us to be a partner and guide to our shoppers. The reason 19 Crimes has been so successful is because as a brand it’s built on authentic, genuine and interesting stories. ‘Brands are asking: “how can I scream at the audience and elevate myself above that sea of sameness?” says Andrew Floor, VP of brand and digital marketing at Treasury Wine Estates.

19 crimes wine label app download#

Consumers download the app and point the camera at the label, and one of the criminals appears on the phone screen and tells the story of their crimes. The winemaker developed a smartphone app, Living Wine Labels, which allows users to watch the labels come alive. The story in itself was attractive to consumers, but Treasury Winery Estates took it a step further. The labels for 19 Crimes feature different British prisoners who, according to the story line, were banished to Australia for committing one of the 19 crimes. The company began playing with augmented reality on its 19 Crimes wine brand, and quickly realized AR’s boundless potential. It wouldn’t be a crime, just great packaging.Treasury Wine Estates has launched an augmented reality strategy across five wines in its portfolio. Is it their goal to conquer the entire wine and beer and spirits market? Will we see them branch into other kinds of spirits? Sales grew by 101% and brand engagement saw a 412% increase.ġ9 Crimes has certainly become a force on the wine shelves, paving the way for other wine labels to jump into the in-between world of augmented reality.Īre they now attempting to dominate the beer realm? When this campaign launched in 2016, the Living Wine Labels app had 1.2 million downloads, and Treasury Wine Estates shipped over 1 million cases of 19 Crimes. They hoped the 19 Crimes brand, an outlaw drink with a rugged label (emblazoned with 18th-century criminal mugshots), would appeal to those least likely to buy wine. Their goal was to appeal to a fickle demographic comprised of young men-in their 20s and 30s-new to the wine scene.

The Australian based company, Treasury Wine Estates, partnered with Tactic to create an augmented reality app to use on their very own 19 Crimes wine labels. The creative use of this evolving tech has allowed them to engage with their customers in the saturated wine market. You may have already heard about 19 Crimes and how they have disrupted the wine shelves, making headlines with the use of augmented reality. It wasn’t just any beer, it was a 19 Crimes India Pale Ale (or IPA for all the hopheads out there).Īnd that’s what is so unusual… and exciting. This is what happened-I used my Living Wine Labels app to scan a can of beer. No, I haven’t had one too many and, no, I haven’t accidentally been exposed to some form of cannabis.