While Jack Daniel's is one of the most iconic brands in the liquor business, when it comes to augmented reality marketing, it's joining a long list of others telling a very familiar story in the growing marketing medium.
Equipped with the app and any size bottle of Jack (or at least a crisp photo of one), users can scan the label and access three AR experiences, including stories about the whiskey's namesake, a review of the distilling process, and a tour of the brand's headquarters in Lynchburg, Tennessee.
(On at least two occasions, I've stopped at the exit on I-65 North that would lead to Lynchburg, only to realize that the distillery is another 40 miles away. So, the virtual tour of Jack Daniel's hometown is more convenient than you'd think.)
Therefore, within the current arena of mobile AR marketing for packaged goods, perhaps there's not much need to reinvent the wheel. But as the best known among the aforementioned alcoholic beverages, this new feature marks a new level of high profile execution for AR that will likely pull even more brands into the bleeding edge marketing practice.