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

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
News
Starting the day with a three-egg omelette could make people more charitable, according to new research
science
News
Top Gun actor Val Kilmer lost his small claims court battle in Van Nuys with the landlord of his Malibu mansion to get back his deposit after wallpapering over the kitchen cabinets
people
News
Comedian Ted Robbins collapsed on stage during a performance of Phoenix Nights Live at Manchester Arena (Rex)
people
News
The actress Geraldine McEwan was perhaps best known for playing Agatha Christie's detective, Miss Marple (Rex)
peopleShe won a Bafta in 1991 for her role in Oranges Are Not The Only Fruit
News
newsPatrick Cockburn was able to update his agenda-setting 'The Rise of Islamic State' while under attack in Baghdad
News
Robert Fraser, aka Groovy Bob
peopleA new show honours Robert Fraser, one of the era's forgotten players
Life and Style
Torsten Sherwood's Noook is a simple construction toy for creating mini-architecture
tech
Sport
David Silva celebrates with Sergio Aguero after equalising against Chelsea
footballChelsea 1 Manchester City 1
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

    Recruitment Genius: Web Design Apprentice

    £6240 per annum: Recruitment Genius: This company is a well established websit...

    Recruitment Genius: Senior .Net Application Developer

    £40000 - £60000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Recruitment Genius: .Net / SQL Developer

    £25000 - £35000 per annum: Recruitment Genius: A skilled .NET developer with e...

    Recruitment Genius: IT Technical Support Engineer - PC/Mac

    £25000 - £30000 per annum: Recruitment Genius: This IT support company are cur...

    Day In a Page

    As in 1942, Germany must show restraint over Greece

    As in 1942, Germany must show restraint over Greece

    Mussolini tried to warn his ally of the danger of bringing the country to its knees. So should we, says Patrick Cockburn
    Britain's widening poverty gap should be causing outrage at the start of the election campaign

    The short stroll that should be our walk of shame

    Courting the global elite has failed to benefit Britain, as the vast disparity in wealth on display in the capital shows
    Homeless Veterans appeal: The rise of the working poor: when having a job cannot prevent poverty

    Homeless Veterans appeal

    The rise of the working poor: when having a job cannot prevent poverty
    Prince Charles the saviour of the nation? A new book highlights concerns about how political he will be when he eventually becomes king

    Prince Charles the saviour of the nation?

    A new book highlights concerns about how political he will be when he eventually becomes king
    How books can defeat Isis: Patrick Cockburn was able to update his agenda-setting 'The Rise of Islamic State' while under attack in Baghdad

    How books can defeat Isis

    Patrick Cockburn was able to update his agenda-setting 'The Rise of Islamic State' while under attack in Baghdad
    Judith Hackitt: The myths of elf 'n' safety

    Judith Hackitt: The myths of elf 'n' safety

    She may be in charge of minimising our risks of injury, but the chair of the Health and Safety Executive still wants children to be able to hurt themselves
    The open loathing between Barack Obama and Benjamin Netanyahu just got worse

    The open loathing between Obama and Netanyahu just got worse

    The Israeli PM's relationship with the Obama has always been chilly, but going over the President's head on Iran will do him no favours, says Rupert Cornwell
    French chefs get 'le huff' as nation slips down global cuisine rankings

    French chefs get 'le huff' as nation slips down global cuisine rankings

    Fury at British best restaurants survey sees French magazine produce a rival list
    Star choreographer Matthew Bourne gives young carers a chance to perform at Sadler's Wells

    Young carers to make dance debut

    What happened when superstar choreographer Matthew Bourne encouraged 27 teenage carers to think about themselves for once?
    Design Council's 70th anniversary: Four of the most intriguing prototypes from Ones to Watch

    Design Council's 70th anniversary

    Four of the most intriguing prototypes from Ones to Watch
    Dame Harriet Walter: The actress on learning what it is to age, plastic surgery, and her unease at being honoured by the establishment

    Dame Harriet Walter interview

    The actress on learning what it is to age, plastic surgery, and her unease at being honoured by the establishment
    Art should not be a slave to the ideas driving it

    Art should not be a slave to the ideas driving it

    Critics of Tom Stoppard's new play seem to agree that cerebral can never trump character, says DJ Taylor
    Bill Granger recipes: Our chef's winter salads will make you feel energised through February

    Bill Granger's winter salads

    Salads aren't just a bit on the side, says our chef - their crunch, colour and natural goodness are perfect for a midwinter pick-me-up
    England vs Wales: Cool head George Ford ready to put out dragon fire

    George Ford: Cool head ready to put out dragon fire

    No 10’s calmness under pressure will be key for England in Cardiff
    Michael Calvin: Time for Old Firm to put aside bigotry and forge new links

    Michael Calvin's Last Word

    Time for Old Firm to put aside bigotry and forge new links