19 Crimes winemaker uses augmented reality labels to market to millennials

July 13, 2018 4:00

Winemaker 19 Crimes has launched the first ever augmented reality (AR) wine labels in an attempt to market to millennials.

Every 19 Crimes wine label tells the story of different 18th century convicts who became colonists and committed one of the 19 crimes punishable by transportation.

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Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

Topics

19 Crimes AR

3 COMMENTS

David Hague 14 Jul 18

Never mind if the wine is good (or bad). It’s fun to read the label! Ye gods and little fishes …

I can just see all these “millennials” peering at their smartphones absorbing the story and ignoring the actual wine itself. Next we’ll have Bega putting VR labels on cheese to describe the heritage of the breed of cow (or sheep or goat or camel or yak).

“But, but… Fat Yak is a beer isn’t it?” asks the millennial who has read the label.

Sorry 19 Crimes. A damn good salesperson sold you a pup there.

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Beau Ushay 16 Jul 18

Agree with David above, not sure if Millennials will care about this but it is a pretty fun execution. Just wish you didn’t need to download a seperate app to bring the labels to life.

Facts 16 Jul 18

….. never let them get in the way of a good story (or brand)….

https://convictrecords.com.au/crimes

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