Rothco, part of Accenture Interactive, has created a new interactive augmented reality (AR) powered platform for Orchard Thieves in the run up to the all-important Summer month for cider brands.
Redstar, which is part of Dentsu is responsible for the integrated campaign which is focused on sparking intrigue and driving participation through a mix of online video, digital out of home, digital display, TV and social and an exciting and innovative digital partnership with Greencastle Media Group. Thinkhouse, meanwhile, is responsible for creative, social and PR aspects of the campaign.
The AR platform deployed by the cider brand, which is owned by Heineken Ireland, allows drinkers to scan its iconic fox logo anywhere in the world -with any phone. Wherever it is found – whether on a can or pint glass, stencilled on walls around the city, or on TV – the fox becomes a ticket to real rewards and experiences. This is the first time the technology has been used and it will be later rolled out globally.
According to Paula Conlon, Heineken Ireland’s cider marketing manager: “At Orchard Thieves Cider, we are consistently looking for ways to spark fun with our consumers. Our iconic fox logo is now more interesting than ever, as we have made him interactive. We have lots of amazing prizes including tickets to festivals, money-can’t-buy experiences and slick merch. We’re so excited to launch this to Irish consumers ahead of summer, who we hope will be keeping a close eye out for our fox!”