Jack Daniel’s has added another storytelling notch to its tech toolbelt.
An augmented reality app, available today, takes consumers on a virtual journey of the Jack Daniel Distillery through a series of pop-up, book-style dioramas. The 10-minute journey gives users an engaging experience rich with stories and visuals.
The experience, in partnership with immersive experience company Tactic, is divided into three parts, each designed with the look and feel of hand-crafted models and 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.
Once the app is downloaded, users can point their phones at any Jack Daniel’s Tennessee Whiskey bottle—even that little one on an airplane —to uncover the animations, voice overs and stories.
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“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.”
This isn’t Jack’s first foray into modern martech. In 2018, it launched an official podcast, “Around the Barrel” hosted by Lucas Hendrickson who shares stories and insights from the distillery, as well as the brand’s hometown of Lynchburg, Tennessee. Special guests like master distiller Jeff Arnett share stories in each episode. Two years earlier it launched an immersive VR experience debuted that took fans on a tours of its distillery.