“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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