The Jack Daniel’s AR Experience
AR app takes consumers on a virtual journey of the Jack Daniel Distillery through a series of pop-up book style dioramas
Brown-Forman is a spirits and wine company that enrich the experience of life by responsibly building beverage alcohol brands that thrive and endure for generations. Brown-Forman sells its brands in countries around the world and has offices in cities across the globe. In all, Brown-Forman has 25+ brands in its portfolio of wines and spirits – including Jack Daniel’s.
The Jack Daniel distillery loves nothing more than hosting friends at their installations. But for those that can’t make the trip to Lynchburg, they wanted to create a way that people could experience what their town and distillery have to offer, providing a virtual experience that would get users about as close to Jack as one can get without an official tour.
The Jack Daniel Distillery’s AR app offers a virtual tour of the distillery, allowing users to take a closer look at the whiskey-making process, and learn stories about the man himself—Mr. Jack Daniel.
“Once consumers download the dedicated app, they can point their phones at any Jack Daniel’s Tennessee Whiskey bottle (from 50mL to 1.75L) to uncover the animations, voice-overs, and all the stories that make the more than 150-year old brand so special, from the Cave Spring water to the distilling process, to name a few. The AR experience is divided into three unique parts, each designed with the look and feel of hand-crafted models and integrate real-time, environmental lighting and textures. The first experience transforms the front label of the bottle into a miniature version of the Jack Daniel Distillery. The second walks step by step through the process of making Jack Daniel’s Tennessee Whiskey, and the third shares stories of the man himself, Jack Daniel.”
Jeff Cole | Modern Media Director | Jack Daniel’s
THE AR APP DEVELOPER
Tactic Studio is a San Francisco-based company specializing in the production of immersive experiences with an emphasis on Gesture, as well as Augmented and Virtual Reality.
THE AR TECHNOLOGY
This AR feature is used to detect, track and digitally augment 2D images – ideal for augmenting customized image targets, magazines, books, user manuals, packaging, catalogs, coasters, gaming cards and much more.
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