Success Case Study: 19 Crimes Wine
19 Crimes, by Treasury Wine Estates, offers a range of wine varieties with labels featuring each of the 19 crimes punishable by ‘transportation’ to the colony of Australia. Each label can be viewed with an augmented reality (AR) app that animates the individual stories of the featured real convicts.
This case study assesses the success of 19 Crimes, a range of wines built on the stories of 18-19th century convicts transported to Australia.
- AR is an attractive, contemporary way of facilitating communication. It can lead to exploration online and act as a social facilitator as consumers share the experience.
- AR can better facilitate personalization of a product and create a more emotional, two-way connection with consumers.
- AR is becoming a component of consumers’ digital lifestyles, particularly among younger, digitally native generational cohorts. Importantly, it is a tool that can aid a more specific approach to demographic targeting.
- The 19 Crimes case highlights how narratives that have nothing directly to do with the specific product can be harnessed to build brands.
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