Drinking a beer can become almost an extra sensory experience, so much so that with every can of beer the consumer could live animated augmented reality experiences. This concept allows consumers and manufacturers to connect through the product packaging and live the experience with the help of a mobile phone app… but how?
This concept, called Beerscans, allows brands to virtually link content to their packaging, encourage smartphone users to scan packaging to trigger a unique virtual experience and present branded content, via an impressive augmented reality display, which is virtually attached to the package itself.
According to Dave Chaffey, founding partner, the purpose of BEERSCANS™ is to enable brewers to deliver unique and share-worthy experiences to consumers from their cans and bottles of beer, anywhere in the world.
“Imagine looking at a can of beer and realizing that it’s slowly getting darker, all by itself. This is a can, right in front of you, almost black.
“And then all of a sudden it comes on and it’s different: the surface of the can is playing a video, running 360 or around the can, and it’s from the brewers themselves.”
This innovation is being implemented in the craft beer industry. The idea behind this concept is that behind each beer, each can, the consumer discovers the story behind it, its process, the people involved in the creation, the places and, according to Chaffey, these themes of “authenticity, storytelling, connection and a sense of reality without the fuss, align with the spirit of craft brewing”.
BEERSCANS ™ will launch in the United States starting in July, with the initial launch limited to just 50 brands.
The concept has been developed by Matt Hallberg , Luke Chaffey and Dave Chaffey , three renowned specialists in their respective fields of augmented reality, software development and digital marketing strategy. The platform is powered by Vuforia Engine.
