Courvoisier is using an Augmented Reality app-based photo activation to drive viral buzz for the launch of the newest addition to its line of cognacs, C by Courvoisier, at clubs, bars and restaurants in seven markets. On-site, brand ambassadors approach consumers with iPads to demonstrate how the app works and encourage them to download it. Then they snap the consumer’s picture using the app, which adds all sorts of fun elements to the photo, such as branded hats or an image of NBA star Shaquille O’Neal who partnered with the brand for the campaign. The app functions like a green screen but without all the gear, and takes the experience up a notch by making a virtual version of the brand’s bottle appear on consumers’ tables.
“The app is not only engaging and fun, but it offers a personalized, custom brand experience with the ability to share the experience via social networks,” Kim Washington, senior director-cognac at Beam Global, which owns Courvoisier, told Buzz. “The pass along and take home factor is the most valuable component from a marketing perspective, because it allows consumers to spread the viral message on C By Courvoisier in a very organic and authentic way.”
The app is part of an events strategy for on- and off-premise Courvoisier accounts in Atlanta, Baltimore, Chicago, Detroit, Los Angeles, New York City, Philadelphia and Washington D.C. At retailers and liquor stores, brand ambassadors sample the product and take people’s pictures with the app and email it to them. At bars, clubs and restaurants, they scatter branded lanyards throughout the space and then go around with a black light to see who has the word “upgraded” on their lanyards. Those consumers are upgraded to a branded VIP table bottle service area. Agency: Inspira Marketing, Wilton, CT; Technology: GoldRun, New York City.