Brief Explanation

The World’s Most Curious Bottle app brought 14 unique interactive brand experiences to consumers, all triggered from the Brancott Estate wine bottle via Augmented Reality. From useful wine and food-matching tips, AR-based 3D exploration of the beautiful Brancott Vineyard, puzzle games, music toys, tasting notes and virtual encounters with New Zealand's spectacular scenery and wildlife – the app surrounded users with fun, innovative, engaging experiences. The campaign communicated Brancott’s key brand message of “what if?” to a mobile app to turn every bottle of Brancott Estate wine into a truly interactive wine journey. The app delivered 14 unique interactive brand experiences & games to consumers, all launched by consumers physically interacting with the Brancott Estate wine bottle using Augmented Reality technology. Experiences ranged from letting users explore a beautiful Augmented Reality Brancott vineyard in 3D, discover useful wine and food-matching tips based on the wine variety they were scanning, play puzzle games, create music with virtual bottles, discover tasting notes for Brancott wine and even an encounter with some of the region’s unique wildlife. As each unique experience was discovered, users could share their discovery across social media and entice their friends to begin their own journey with the world’s most curious bottle. The app used a combination of Augmented Reality, Image Recognition and QR scanning tech to provide users with a truly unique app experience. Unlike most apps which rely primarily on QR codes as an interactive trigger, The World’s Most Curious bottle app also recognized the wine label (front and back), specific illustrations on the label (such as a map of new Zealand), “clinking” the device against the bottle, blowing into the phone’s speaker and a variety of other trigger points making full use of various smartphone inputs to surprise and delight consumers. The app also innovated in terms of the sheer number of experiences available - 14 highly diverse and interactive experiencing encompassing the complete spectrum of smartphone technologies (audio recognition, vibration, image recognition, AR and video.) In a further innovative twist, the app could also be used to trigger experiences directly from outdoor displays or print advertising. An option in the app asked users if they had a “picture” of a curious bottle in front of them (either an outdoor display or print ad) – if so, the app would use image recognition to detect it and trigger a unique interactive experience in the app.