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 also announced details of its Rugby World Cup 2015 activity with a multi-channel digital campaign designed to bring fans in Australia closer to the action.
The beverage company 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.
