Jack Daniel's AR app turns whiskey bottles into pop-up books

April 17, 2019 //By Rich Pell
Jack Daniel's AR app turns whiskey bottles into pop-up books
Tennessee Whiskey brand Jack Daniel's (Lynchburg, TN) has released an augmented reality (AR) app that brings its whiskey bottles to life.

Developed with immersive experiences creator Tactic (San Francisco, CA), the Jack Daniel's AR Experience app lets mobile users scan any of the brand's bottles to unlock a series of pop-up book style dioramas that provide a virtual journey of the Jack Daniel Distillery. The app, says the company, provides users with more than 10 minutes of content providing an engaging experience rich with stories and visuals in a way that's "uniquely Jack."

"In today's world, it's important for us to reach fans and consumers where they are," says Jeff Cole, Modern Media Director for Jack Daniel's. "That means sharing content that's unique, interesting, and relevant though a variety of digital mediums. In 2016, we launched an immersive Virtual Realty experience and in 2018 we launched our official podcast, 'Around the Barrel.' This new AR experience is taking our brand storytelling to the next level."

To use the app, says the company, consumers need only point their phone's camera at any Jack Daniel's Tennessee Whiskey bottle (from 50mL to 1.75L) to uncover the animations, voice overs, and all the stories that make the more than 150-year old brand so special - from the Cave Spring water to the distilling process, to name a few.

The AR experience is divided into three unique parts, each designed with the look and feel of hand-crafted models and which integrate real-time, environmental lighting and textures. The first experience transforms the front label of the bottle into a miniature version of the Jack Daniel Distillery; the second walks step by step through the process of making Jack Daniel's Tennessee Whiskey; and the third shares stories of the man himself, Jack Daniel.

Peter Oberdorfer, President of Tactic, adds "Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what's possible. The Jack Daniel's AR app features technology that sets the bar for creative storytelling in this new medium. The learnings

augmented reality ar jack daniel's whiskey

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