TWE launches Augmented Reality for Gentleman’s Collection
And TWE also unveils a new app – Living Wine Labels – which will host the Augmented Reality experience for both Gentleman’s Collection and 19 Crimes
Treasury Wines Estates (TWE) continues to lead the way in shopper and customer engagement in the wine category, as it launches Augmented Reality (AR) technology for the Lindeman’s Gentleman’s Collection brand.
Following the huge success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience has now been equipped with the same, innovative AR technology.
Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself – the founder of the Lindeman’s winery.
And with a nod to this new innovation and the success of the 19 Crimes, TWE has now launched a new app, which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.
The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being enjoyed by over 150,000 people.
The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app
UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.
And from a consumer perspective, the brand will use lifestyle influencers in the UK to leverage their reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.
Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends.
“From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.
“We are also delighted to launch the Living Wine Labels app into Europe. The app is globally available and will host the relevant brands to specific markets. In Europe the focus will be 19 Crimes and Gentleman’s Collection – two brands we believe are starting to change the category landscape.”