A cocktail of AR and social marketing
Chivas Regal scotch is making a stir with a promotion campaign that harnesses the power of augmented reality. The campaign, which claims to be the first of its of its kind in Japan, is rather unfortunately named Aroma of Tokyo — not really the association you want to make in these sweaty days of extreme heat and power-saving measures.
Nevertheless, the concept is simple and clever: Users, while out and about in Tokyo, collect points via their cell phone that can then be exchanged for a free cocktail or gift. To take part, participants must first download AR app Layar to their cell phones. The app, which is compatible with GPS-equipped cell phones, then directs a user to one of several locations where points can be obtained. Once at a location you need to check in using Foursquare or Livedoor’s social networking service Rocket Touch to obtain points. After you’ve collected 18 points, you receive a coupon for a free cocktail at one of 18 bars around the city. The Chivas Regal cocktails, which are said to be worth ¥2,000 each, have been specially created by top Tokyo bartenders.
If you manage to collect 85 points, you’ll receive free Chivas Regal branded gifts: either a moleskin wallet or a USB stick. Those who check in with Rocket Touch get entered into a weekly lottery for which the prize is a 700 ml bottle of Chivas Regal.
Though the AR element is not particularly elegant, merely consisting of a blue dot superimposed on your cell phone screen that guides the user through Tokyo’s streets, we think it’s nevertheless a clever marketing gimmick. Utilizing new technology is bound to attract a younger crowd, making them aware of the brand. The number 18 (18 points for a cocktail, 18 participating bars) also underlines the message that this is to promote Chivas 18. It’s also a win-win for Chivas because it drives customers to bar/clients that stock the alcohol.
In many ways the campaign resembles Facebook’s new “Check-In Coupon” service, with which users can obtain coupons depending on their physical location, with the added, yet rather basic, AR element.