Absolut and Tomorrowland Created Interactive Scannable Packaging
Laura McQuarrie — July 9, 2021 — Lifestyle
References: thespiritsbusiness
Absolut and Tomorrowland teamed up to create a limited-edition bottle design that can be scanned to virtually transport users to a 360-degree augmented reality festival experience. The AR experience unfolds in Snapchat and scanning the bottle is the entry point for the virtual festival.
The virtual experience is complete with a stage, special effects and within the virtual setting, people even have the chance to order Absolut cocktails at the bar. Although many people are missing out on in-person festivals due to cancelled and postponed events this summer and last year, this experience helps to recreate the essence of the experience in the digital realm. These special bottles are being introduced to Dutch and Belgian markets.
The virtual experience is complete with a stage, special effects and within the virtual setting, people even have the chance to order Absolut cocktails at the bar. Although many people are missing out on in-person festivals due to cancelled and postponed events this summer and last year, this experience helps to recreate the essence of the experience in the digital realm. These special bottles are being introduced to Dutch and Belgian markets.
Trend Themes
1. Interactive Packaging - Absolut and Tomorrowland created a limited-edition bottle design that can be scanned to provide a virtual festival experience, which is an opportunity for the brands to revolutionize packaging by making them more interactive and engaging
2. 360-degree Augmented Reality - The AR festival bottles from Absolut and Tomorrowland offer a 360-degree augmented reality experience, which is an opportunity for businesses to leverage AR technology for immersive brand experiences
3. Virtual Events - The AR experience in the bottle is an opportunity for brands to create virtual events that offer a similar experience to in-person events, which opens up opportunities for businesses to reach a wider audience in a digital setting
Industry Implications
1. Alcohol - Absolut and Tomorrowland's AR festival bottles show potential for the alcohol industry to leverage technology to create innovative and interactive packaging designs
2. Technology - The AR festival bottles from Absolut and Tomorrowland showcase the potential for AR technology to disrupt the technology industry by offering immersive experiences to users
3. Entertainment - The virtual festival experience created by Absolut and Tomorrowland highlights the potential for entertainment industries to develop alternative experiences to in-person events, which could be a disruptor for the entertainment industry
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