Lucozade Energy, which recently launched The YES List – featuring seven limited edition bottles designed by some of the UK’s hottest music artists – is launching a new augmented reality venture through integrated agency Billington Cartmell.

Working closely with Aurasma, Billington Cartmell exploited an innovative feature of the technology, cylindrical mapping, where the Aurasma app’s interface recognises the 3D surface of the bottle and augments it with exclusive video content – an industry first.

Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch the ‘making of’ documentary.

The Aurasma capability will be promoted through Plan B’s and Tinie Tempah’s online and social media channels, as well as through Lucozade’s own channels.

The YES List features bottles designed by Plan B, Tinie Tempah, Wretch 32, Calvin Harris, White Lies, Kelis and Yasmin. The limited edition bottles also feature a competition which offers consumers a chance to win gig tickets every hour.

Dan Machen, head of innovation at the agency’s innovation unit, Billington Cartmell !nvent, says: “This element of the campaign builds on the content and keeps the communication fresh, ensuring that consumers have an ongoing reason to engage with the brand. By involving Plan B and Tinie Tempah so closely in the evolution of the campaign, we are jointly positioning the brand and the artists as innovators and leveraging our investment in the musicians.”