A beer can or bottle is a vessel for many things. Delicious beer. Branding galore. Ingredients spotlights. Government compliance. Video games. Yep, Swigr Basketball (for instance) is an augmented reality video game where players shoot virtual b-balls into a real b-can. Swigr (often SWIGR) is an AR platform for alcohol brands. With Swigr Basketball, players use their mobile phone to scan participating brands of beer, activating the Swigr augmented reality app. Then, it’s a simple swipe to shoot with successful shots dropping through the net into your real-life can below. Players retrieve the balls at the end of the game by upturning the can, then the balls virtually fall out. Fun.
Of course AR is not new for beer packaging. We’ve discussed Beerscans, an augmented reality concept for craft beer via Third Aurora, and the DRNK AR app developed by Omniaz, but a video game is cool and new. From the press release:
“It’s a great addition to the Swigr concept. It’s a fun, shareworthy experience, and its first-of-its kind,” said Dave Chaffey, Managing Director of Immertia, the company behind the concept. “Millions of people watch basketball every week, with many enjoying a few beers throughout the game.”
This basketball game isn’t the core feature of the Swigr platform. The overall Swigr app enables consumers to activate labels with their phones, while varying augmented reality experiences hover virtually over the packaging. The platform has been embraced by craft companies from Maui Brewing Co. to Four Saints Brewing Co. Swigr promotes:
- Stunning augmented reality display
- Authentic content, from you, the team behind the beverage
- Social media connection for sharing
- First-of-its-kind virtual interaction
- Fascinating 3D elements
- Holographic helper
- Handy functionality, to click, connect, and catch any special offers
- That basketball game we mentioned and other games….
Yep, more games
Other games for the platform will include a tribute to arcade classic Space Invaders (seen in the video above). Philadelphia craft brand Yards Brewing Co. has joined the Swigr party with a Donkey-Kong-inspired animation. The “Level Up” brand of beer shows a character running up and down girders in a scene that will be familiar to arcade game fans.
According to Chaffey augmented reality is growing rapidly. “It’s moving faster than predicted. It’s because of the enhanced consumer experience which is well beyond anything available today.”
“Businesses are eager to use augmented reality too because it gets the product into people’s hands. They’re engaging with the brand, with a visually stunning experience, that they share with their nearby friends and then on social media. It’s a superstar for brand building.”
Swigr is the second platform released by Immertia, the other being Winerytale. In other news the company has commenced a capital raise and is rolling out four platforms in 2022, including platforms for the packaging and pharmaceutical industries.