Lyre’s brings non-alcoholic spirits to AR realm via Unbound Agency
Non-alcoholic drinks company, Lyre’s, has brought its products to life via AR, with an Amazon partnership.
The announcement:
In a creative first for the brand, leading and award-winning non-alcoholic drinks company, Lyre’s, are bringing their products to life through augmented reality, driving inspiration and education in the non-alcoholic category. Based on the brand’s ‘Social Animals’ that have been created to match each unique liquid and can be seen on the Lyre’s labels, AR will animate the characters to take consumers on a journey with each bottle.
Inspiration for the Lyre’s name came from the Australian Lyrebird, which then inspired a crew of animal mascots, each created to represent the uniquely crafted liquids. To access Lyre’s Impossible Bar, simply scan the QR code found on select bottle neck labels of Lyre’s non-alcoholic or visit www.lyresimpossiblebar.com on your mobile now. The experience is also shareable via social media.
Through the technology consumers are encouraged to ‘enjoy your drink your way – anytime, anywhere,’ learning to craft the perfect non-alc tipple with the guidance of a Social Animal.
“Lyre’s makes its easier than ever to take your favourite drink and make it a Lyre’s non-alcoholic, using new technology to bring the brand to life,” said CMO Paul Gloster.
“We wanted to push the boundaries of what is possible from a marketing perspective, put the consumer in charge and expanding our digital interactivity, using Alexa and augmented reality to add more brand depth and information to make it a practical experience, not just a cool bit of tech. Both pieces lead to the ‘how,’ showcasing drinks and recipes that we know people around the world will love, using Lyre’s non-alcoholic.”
The individual characters recently came together in animation as part of Lyre’s first-ever TVC, showcasing the most popular non-alc cocktail combinations across the Lyre’s range. Now, through Impossible Bar, Lyre’s has extended its user experience allowing consumers to learn, purchase, find a store, share, and access discounts, offers and savings anytime, anywhere with a focus on driving trial for the brand.
Ashleigh Murray, Global SVP eCommerce and digital for Lyre’s explains: “The non-alcoholic spirit category has been such a new, innovative movement and like with anything ‘new’ comes a real importance on awareness, education, availability, and trial. Working with the agency Unbound and 8th Wall, we saw augmented reality technology was the perfect way to unlock this education piece for the customer on how to lovingly craft a sophisticated non-alcoholic cocktail.”
“The skill of the Unbound team coupled with 8th Wall technology has enabled us to remove any barriers to use. No apps, downloading or bottles are required to unlock this incredible AR experience. If you have a phone and scan the QR code then anyone can enter the world of Lyre’s Impossible Bar to not only learn how to craft the perfect non-alcoholic cocktail, but to also shop the product, find discounts, sign up to the database or locate a store near you! We believe this experience is not only is fun and engaging, but is completely functional in addressing education, trial, positive sentiment and repeat purchase.”
Amazon Alex + Lyre’s Competition
Partnering with Amazon Alexa, Lyre’s launches Impossible Bar with a consumer competition offering two lucky people the chance at first prize inclusive of a year’s supply of Lyre’s, an Amazon Echo Dot and a private mixology class. The competition goes live across ANZ on 1 October.
Credits
Technology
Unbound
8th Wall
CreativeKinetic Agency
Lyre’s
Paul Gloster, Global Chief Marketing Officer
Ashleigh Murray, SVP – Global eCommerce
Kristy Bloomfield, SVP Global Marketing
Angie McAlindon, VP eCommerce Global
Zuzana Hajachova, Senior Creative Lead (Global)
Xander Burgess, Visual Designer (Global)
Raisa Lorenzana-Kim, Global Brand Manager Digital
Bill Bewsher, Regional Trade Marketing Manager
Cameron Parker, Global Social Director
Alexandria Brock, Global Assistant Brand Manager
Source: Liquid Ideas
