By Johanna Murphy

Molson Dry, a Canadian based beer company, launched a line of beer bottles that feature a new form of technology known as Augmented Reality. When the beer bottles reach a specific temperature and are held up to the user’s web camera, there is projected on the screen a 3D-like “Party” message/image that rotates around the bottle and reacts with the users bottle movements. This is known as Augmented Reality and through the downloading of a certain application users can even record their unique video of their messages and upload them onto the marketing campaign website to compete in the “best video” contest. These user-made videos then got used as increased advertising and allowed a whole new level of consumer interaction and consumer-generated advertisements. AR has quickly gained popularity and has recently been used to promote products from Lego's toys, allowing the consumer to virtually open the box and see how the pieces assemble, to movie promotion for the film Avatar. What AR does is unique because it allows the consumer a high level of interaction thereby creating a stronger attachment/ level of awareness and brand loyalty with the products.

View the video below for further explanation on Molson Dry's new Augmented Reality campaign.