Bundaberg Rum has released a set of cans paired with image recognition software.
Working alongside a new Bundaberg Legends mobile phone app, the cans are part of its Cheers to a Legend campaign.
The product features the faces of footy stars Wally Lewis and Robert ‘Dipper’ DiPierdomenico.
For each of the legends, the company has created a series of digital videos for Bundy fans to collect, which recount some of the defining moments of the stars' footy history.
The digital content can be accessed when consumers ‘cheers’ two cans together to complete the image of one of the legends.
When that legend’s image is scanned through the new Bundaberg Legends app on a compatible device, the image recognition software unlocks a tale told in Bundy’s distinctive tongue-in-cheek humour.
Diageo Australia's marketing and innovation director Adam Ballesty said it was important to engage with consumers in digital and social landscapes.
“We’ve invested heavily in a campaign that utilises both platforms to deliver engaging content that drives consumer loyalty,” he said.
To spike shareability, the app allows users to turn a mate or themselves into a legend simply by taking a photo and manipulating it using the application software to mirror the style of Wally and Dipper’s images from the cans.
Heineken has announced details of their Rugby World Cup 2015 activity with a multi-channel campaign that is designed to bring fans in Australia closer to the action. As a worldwide partner for Rugby World Cup 2015, Heineken's campaign will encourage fans to embrace the spirit of the tournament through experiential and digital activity that will be rolled out in the coming weeks.
To ensure Rugby World Cup fans in Australia can have the best possible experience, Heineken has partnered with key venues around the country to create the Heineken RWC Clubhouses. At each of the Clubhouses, fans are guaranteed to see every match live on big screens in a unique stadium atmosphere while having the opportunity to participate in Heineken promotions which will include a chance to win tickets to the Rugby World Cup 2015 Final at Twickenham in England - the ultimate prize for rugby fans. Over 5,000 consumer activations will take place around Australia across both on-premise and off-premise locations.
Heineken has also launched limited edition packaging and bottles to celebrate the Rugby World Cup. For the first time, this includes a limited edition 1st XV Can pack that is aimed at amplifying the experience of those watching games in the comfort of their own home.
Heineken has also jumped on the digital bandwagon with the Heineken Rugby Studio. The preview and review show will broadcast across social media offering an international perspective on the tournament through the eyes of a panel of Heineken Rugby Legends.
