Whisky firm taps augmented reality to promote label

A promotional drive by Chivas Regal for its whisky at bars around Tokyo is tapping into the interest in augmented reality (AR) and may serve as a template for future advertising campaigns for other products and in other markets.

Japan has long been recognized for having an inventive and innovative approach to marketing, and that is true of the Aroma of Tokyo project.

The premise of the campaign, which started last month, is simple: While out and about in the city, participants collect points via their mobile phones that can then be exchanged for a free cocktail or a gift bearing the Chivas Regal brand - one of the most popular in this nation of Scotch-lovers.

To take part, a drinker is initially required to download the Layar augmented reality application to his or her cell phone. Compatible with mobile phones that are equipped with GPS, the application then directs the user to one of the locations where points can be earned.

Once at one of the locations taking part in the campaign - there are 18 around the city - the user checks in using Foursquare or the Rocket Touch social networking service, operated by online giant Livedoor, to start racking up the points.

After a drinker has accumulated 18 points, they can be exchanged for a free cocktail at one of the bars that are involved. Chivas Regal said the cocktails are worth Y2,000 (€17.03) each and have been specially devised by some of Tokyo's top bartenders for the campaign.

For anyone who earns 85 points, the gifts are either a moleskin wallet or a USB stick bearing the Chivas Regal logo. In addition, anyone who takes part through the Rocket Touch interface is entered into a weekly draw for a 700 ml bottle of Chivas Regal.

The augmented reality portion of the campaign is rather simplistic - a blue dot that moves over the screen of the mobile phone to guide the user through the streets of Tokyo and to the door of one of the participating bars - but the idea is likely to be enhanced and improved upon in future AR generations.

Used in a range of marketing campaigns, Layar also featured in an AR treasure hunt in Dublin late last year, for the opening of a bar called Copan, which involved participants picking up clues around the city to win a variety of prizes.

Watch the video explaining the campaign: http://youtu.be/7Q0WRaT71Gg (in Japanese)

JR

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Ashdown Group: Head of IT - Hertfordshire - £90,000

    £70000 - £90000 per annum + bonus + car allowance + benefits: Ashdown Group: H...

    Ashdown Group: Application Support Analyst - SQL Server, T-SQL

    £28000 - £32000 per annum + Excellent benefits: Ashdown Group: Application Sup...

    Ashdown Group: Systems Analyst / Data Analyst (SQL Server, T-SQL, data)

    £28000 - £32000 per annum + Excellent benefits: Ashdown Group: Systems Analyst...

    Ashdown Group: European Recruitment Manager - Cheshire - up to £48,000

    £40000 - £48000 per annum + bonus and benefits: Ashdown Group: European Recrui...

    Day In a Page

    General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

    Chuka Umunna: A virus of racism runs through Ukip

    The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
    Yemen crisis: This exotic war will soon become Europe's problem

    Yemen's exotic war will soon affect Europe

    Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
    Marginal Streets project aims to document voters in the run-up to the General Election

    Marginal Streets project documents voters

    Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
    Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

    The real-life kingdom of Westeros

    Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
    How to survive a social-media mauling, by the tough women of Twitter

    How to survive a Twitter mauling

    Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
    Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

    At dawn, the young remember the young

    A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

    Follow the money as never before

    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
    Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

    Samuel West interview

    The actor and director on austerity, unionisation, and not mentioning his famous parents
    General Election 2015: Imagine if the leading political parties were fashion labels

    Imagine if the leading political parties were fashion labels

    Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence
    Public relations as 'art'? Surely not

    Confessions of a former PR man

    The 'art' of public relations is being celebrated by the V&A museum, triggering some happy memories for DJ Taylor
    Bill Granger recipes: Our chef succumbs to his sugar cravings with super-luxurious sweet treats

    Bill Granger's luxurious sweet treats

    Our chef loves to stop for 30 minutes to catch up on the day's gossip, while nibbling on something sweet
    London Marathon 2015: Paula Radcliffe and the mother of all goodbyes

    The mother of all goodbyes

    Paula Radcliffe's farewell to the London Marathon will be a family affair
    Everton vs Manchester United: Steven Naismith demands 'better' if Toffees are to upset the odds against United

    Steven Naismith: 'We know we must do better'

    The Everton forward explains the reasons behind club's decline this season
    Arsenal vs Chelsea: Praise to Arsene Wenger for having the courage of his convictions

    Michael Calvin's Last Word

    Praise to Wenger for having the courage of his convictions