(PRESS RELEASE) GEELONG, AUSTRALIA — Beerscans, an augmented reality concept for the craft beer industry, will provide an interactive, storytelling packaging solution when it debuts this fall.
Australian tech startup Third Aurora, which launched a similar concept for the wine industry in 2020, has announced that the craft beer version, called Beerscans, will launch in September. The company is encouraging craft brewers to join the launch, which is capped at 50 brands.
Beerscans enables smartphone users to scan beer packaging, unlocking content from the brewer which comes to life with augmented reality.
The experience is socially oriented and interactive, enabling beer lovers to respond to content and opening up commercial opportunities such as loyalty club sign-ups and marketing promotions.
Third Aurora co-founder Dave Chaffey explains:
“The feedback we’re hearing is that it really adds to the experience – particularly for under-40s, who have grown up with smartphone technology. They love the behind-the-scenes concept, discovering the brewer’s backstory, and they’ve given strong support to the idea of interacting directly from the label.
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“The interactivity is important. With the concept doing such a great job of capturing attention, it made sense to offer a way for brands to lead customers to the next part of the journey, to enhance the experience.”
The Beerscans platform is currently accepting applications for the early release. Craft brewers can join by visiting beerscans.com.
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