Barefoot Wine Dips Toe Into AR With the Black Eyed Peas

Lisa Johnston
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Barefoot has teamed with the Black Eyed Peas for its first augmented reality-powered marketing campaign.

Barefoot Wine has teamed with the Black Eyed Peas for its first augmented reality-powered marketing campaign.

Under the campaign, consumers can scan the QR code on Barefoot and Black Eyed Peas “Band Together” displays at retail, directing their smartphones to a dedicated website. There, they can enter for a chance to win a virtual meetup with the Black Eyed Peas.

Consumers can also download a new Barefoot Wine app from the website, and app users who scan the Barefoot product logo can then hear vocals or instrumentals from the remixed "VIDA LOCA" track. Each time a Barefoot product is added to the frame, new parts of the song are added; custom animated visuals of the Black Eyed Peas also display with each label scan.

The partnership was formed in part from a desire to further Barefoot’s support for the hospitality industry. With every label scanned, Barefoot, which is owned by E. & J. Gallo Winery, will make a donation to Children of Restaurant Employees (CORE), an organization dedicated to serving food and beverage service employees with children. It will also donate to the American Cancer Society, a partner of the Black Eyed Peas.

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“Barefoot Wine has always believed in finding fun, engaging experiences to bring new friends to wine and engage our Barefoot community, which has become even more important during these challenging times,” Anna Bell, Barefoot VP of marketing, told CGT. “Music and wine are the perfect pairing, and augmented reality was an exciting way to bring our products to life for friends and family to experience together.”

Bell said the Black Eyed Peas’ longstanding exploration in technology and shared commitment to their fans made them the company’s first choice, and the two groups are “both about fun, inclusion and having a good time.”

The campaign marks Barefoot’s first foray into augmented reality. An accompanying social campaign also lets consumers participate on Twitter and Instagram.

“Technology is how consumers stay connected, now more than ever,” noted Bell, “and we wanted to fuel that connection with our consumers and bring something new to wine lovers everywhere.

The campaign will run through the end of the year.  

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