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Dive Brief:
- Tito’s Handmade Vodka is celebrating its twenty fifth birthday with a brand new augmented reality (AR) feature that teaches consumers concerning the brand’s founding and origin story, based on information shared with Marketing Dive.
- The AR experience can be available through the use of a smartphone camera to scan a QR code on in-store displays. The story features art by Paul Mann and is told in 4 parts, “The Distillery,” “The Juice,” “The Hometown” and “The Dogs.”
- The first 5,000 users who view all 4 parts are invited to affix the Tito’s Taster’s email list and receive a limited-edition bottle topper via mail. The activation allows Tito’s to gather precious first-party data on fans while making use of a fun AR experience to mark a brand milestone.
Dive Insight:
Tito’s Handmade Vodka is leaning into its roots for its twenty fifth birthday. The brand’s story can be celebrated not only in AR, but additionally on the back of special bottles and thru a brief film that can be featured on digital and social channels.
The AR activation creates a private connection between the corporate and its fans, while educating people on how the spirits brand was developed. Playing up the brand’s Austin, Texas, roots could also be a wise play at a time when vodka has fallen increasingly out of favor. Vodka is often related to Russia, and the Russian invasion of Ukraine has turned some consumers off of anything that’s perceived as Russian, even when the brand or product isn’t Russian. Tito’s already emphasizes southwestern roots with its bottle design, and selecting to lean further into that angle is a creative approach to woo consumers with its “made in America” branding.
Vodka as a complete has been on the decline. In 2010, alcohol suppliers on average made about 25% of their revenue from vodka, but that number had fallen to about 20% in 2021. However, Tito’s has mostly avoided those losses. The brand grew 20% in volume in 2019, and sold greater than 65 million bottles in 2018. This places it amongst the preferred distilled spirits sold within the U.S.
In addition to celebrating the brand’s roots for its twenty fifth anniversary, the activation also allows the vodka brand to gather precious first-party data on potential customers. As Google moves to phase out third-party cookies and Apple ends cross-app tracking, brands need fresh ways to study consumers’ habits to tell future marketing efforts. By linking the AR activation to a newsletter and enticing users to subscribe for the prospect to win a prize, the brand can collect the emails of interested consumers. This allows Tito’s to market to its fans directly through email marketing campaigns, a move that would promote engagement. The prize element not only incentivizes users, but additionally makes them feel like they received something in exchange for his or her personal information.
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