Jack Daniel's Launches AR Experience

by Casha Doemland on 04/17/2019 | 2 Minute Read

Augmented Reality (AR)  has slowly made its way into our everyday lives, whether it's on wine bottles like 19 Crimes and Rabble, or Pokémon Go!, an AR game that attracted thousands of people around the globe in child-like wonder.

Now, Jack Daniel’s Tennessee Whiskey is stepping into this new frontier with the release of an AR app that turns the labels of the bottles into pop-up book style dioramas depicting the story of Jack Daniel and the process of making whiskey.

“In today’s world, it’s important for us to reach fans and consumers where they are,” said Jeff Cole, Modern Media Director for Jack’s Daniels. “That means sharing content that’s unique, interesting and relevant through a variety of digital mediums. In 2016, we launched an immersive Virtual Reality experience, and in 2018, we launched our official podcast Around the Barrel. This new AR experience is taking our brand storytelling to the next level.”


Developed by San Francisco-based company who focuses on immersive digital platforms and installations, Tactic has designed three experiences with the look and feel of a handcrafted model. The first unfolds the label to reveal the Jack Daniel Disterlly in all of its glory, the second walks you through the distilling process, and the third deep dives in Jack Daniel's story.

“Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what’s possible,” said Peter Oberdorfer, President of Tactic. “The Jack Daniel’s AR app features technology that sets the bar for creative storytelling in this new medium. The learnings and best practices from Jack Daniel’s will help inform the development of AR apps across different brands and industries.”

The attention to detail that Tactic produced throughout the entire experience to ensure this is mind-bottling, from the way each page of the story unfolds like a pop-up book to the clouds and hot air balloons hovering over the distillery and moments throughout history.

The coolest part is, this works on any Jack Daniel's Tennessee Whiskey bottle from 50 mL to 1.75L so long as you download the app from either the iOS or Android store. So, gear up and get ready to enjoy a Jack old fashioned or a whiskey neat while exploring the origins of the 150-year-old brand.

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