Introduction to Heineken’s AR Campaign
Heineken has launched a brand new campaign that uses web augmented reality (AR) technology to capture live brand experiences. The campaign, called "Heineken AR Cheers", allows users to scan Heineken bottles or glasses to activate the AR experience. This technology enables users to interact with the Heineken product in a singular and interesting way.
How the Campaign Works
The experience features a Formula 1 element, featuring a race automobile and race track. Users are given directions to follow and interact with the Heineken product, they usually can win prizes through a real-time prize engine monitored by cloud and support service consultant Just After Midnight. The live AR element allows users to be rewarded with tickets to the Heineken pre-race party or other F1 experiences, irrespective of where they’re participating within the campaign.
Key Components of the Campaign
Some of the opposite components of the campaign include machine learning image recognition and a live prize generation engine supported by a cloud infrastructure. The machine learning image recognition needed to be trained to find over 200,000 variants of how Heineken bottles could visually appear in numerous environments. This combination of web AR technology and image recognition technology is a primary, capturing brand experiences and generating live probabilities for users to win exclusive Heineken prizes.
The Goals of the Campaign
The overall goal of the campaign is to drive prizes to those that have more exclusive experiences with the Heineken brand. The campaign uses increased probabilities to reward users who play the sport online more often. The entire campaign was inbuilt just eight weeks by a mix of three corporations: Just After Midnight, Megapixel, and US-based MUN. Multiple agencies, including AKA, Publicis, and Tribal, were involved within the activation element of the campaign.
Behind the Scenes
According to Freddie Heygate, CEO of Just After Midnight, the campaign had a tailored macro-influencer approach, including giveaways, online and offline promoting, media partnerships, and more. Heygate noted that web AR diminishes the necessity to download an app, allowing users to dive directly into the AR experience. Just After Midnight supported and managed the campaign across the clock, monitoring technical and campaign performance while communicating with Heineken.
Conclusion
Heineken’s "AR Cheers" campaign is a singular and interesting option to capture live brand experiences. By using web AR technology and machine learning image recognition, the campaign provides users with an immersive experience and rewards them with exclusive prizes. The success of this campaign demonstrates the potential of web AR technology in marketing and promoting, and it should be interesting to see how other brands use this technology in the longer term.
