Premium lager brand Cerveza Victoria launched an interactive marketing campaign in honor of Dia de Los Muertos, or Day of the Dead.
With the augmented reality campaign, Cerveza Victoria aims to generate social media buzz for its lagers, while also brining more awareness to the Mexican celebration and the beautiful culture it pays tribute to. To create the campaign, the beer brand partnered with Upshot, a creative agency, and Tavo Montañez, a Mexican artist who created three exclusive labels that spotlight La Catrina, "the great dame of death and one of the holiday’s most iconic symbols."
When consumers scan the QR codes, they'll see the illustrations change alongside themed soundtracks. The interactive experiences can be shared via social media with the #LoMejorDeDosMundos hashtag.
AR Beer Campaigns
Cerveza Victoria's Interactive Packaging Celebrates Dia de Los Muertos
Trend Themes
1. Interactive Marketing - A trend where brands use technology like augmented reality to create interactive experiences for consumers, increasing engagement and generating social media buzz.
2. Cultural Celebration Campaigns - A trend where brands create marketing campaigns that celebrate and pay tribute to specific cultures, raising awareness and promoting inclusivity.
3. Collaborations with Artists - A trend where brands collaborate with artists to create unique and exclusive designs or content, adding artistic value and attracting consumers.
Industry Implications
1. Beverage - Opportunity for beverage brands to create interactive packaging or campaigns that engage consumers and promote their products.
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to offer augmented reality and interactive marketing services to brands looking to create engaging campaigns.
3. Art and Design - Opportunity for artists and designers to collaborate with brands and create exclusive artwork for packaging or marketing materials, expanding their reach and exposure.