Jack Daniel’s Tennessee Whiskey has rolled out an augmented reality app that takes consumers on a virtual journey of the Jack Daniel Distillery.
This is done through a series of pop-up book-style dioramas, with more than 10 minutes of content providing an experience with stories and visuals.
“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.”
Once consumers download the dedicated app, they can point their phones at any Jack Daniel’s Tennessee Whiskey bottle (from 50-ml to 1.75-L) to uncover the animations, voiceovers and all the stories from the 150-year-old brand.
To develop the app, Jack Daniel’s partnered with Tactic, a San Francisco-based company specializing in the production of immersive experiences.
The AR experience is divided into unique 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, while the third shares stories of Jack Daniel himself.
The Jack Daniel’s AR app is available for download in the U.S. for both iOS and Android platforms.