Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand.

Following the success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience, has now been equipped with the same innovative AR technology.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of the Lindeman’s winery.

And with a nod to this new innovation and the success of the 19 Crimes AR experience, TWE has now launched a new app which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being used by over 150,000 people.

The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.

From a consumer perspective, the brand will use lifestyle influencers in the UK to leverage its reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.

Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends. From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.”

The ‘Living Wine Labels’ app is globally available and will host the relevant brands in specific markets. In Europe, the focus will be 19 Crimes and Gentleman’s Collection.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Treasury Wine Estates (TWE) is launching a new on-pack promotion in the UK, Netherlands and Denmark as part of its new global multi-million dollar “The World Smiles with Lindeman’s” marketing campaign.

The campaign challenges consumers to write what makes them smile in 10 words or less on the brand’s Facebook page. A total of 15 winners will have their statement ’brought to life’ up to the value of £1,000, with 300 runner-up prizes worth £50 and five final draw prizes of £100.

The top tier prizes will be based on what the winners said makes them smile in their original entry and Lindeman’s representatives and staff from prize fulfilment partner Cloud Nine will liaise with each winner to develop a prize up to a value of £1,000.

Winners will be selected at random in three stages over the course of the promotion, which closes on August 31^st 2017. Ten top tier prize winners and 200 second tier prize winners will be drawn October 7^th 2016 for entries received up to October 1^st; five top tier prize winners and 100 second tier prize winners will be drawn on April 7^th 2017 from entries received between October 2^nd 2016 and March 31^st 2017; and five final prize draw winners will be drawn on September 8^th 2017 from entries submitted between 1^st April 2017 and the end of August.

The 12-month competition will be promoted with limited-edition ‘smile’ packs on the Lindeman’s Bin range, which includes Bin 65 Chardonnay and Bin 50 Shiraz.

The campaign will be promoted on Facebook and with geo-targeted mobile advertising, which will give notify shoppers when they are near Lindeman’s stockists.

Caroline Thompson-Hill, head of marketing, UK & Western Europe for Treasury Wine Estates, which owns the brand, said: “The campaign is a modern interpretation of Lindeman’s positive philosophy, which was first expressed by founder Dr Henry Lindeman in 1843 and has been a consistent value of the brand ever since.”

‘The World Smiles with Lindemans’ campaign, celebrating the heritage of the brand, was launched last month with the unveiling of new TV and digital advertising.

The £50 and £100 prizes will be delivered as vouchers for (in the UK) Amazon.co.uk, John Lewis, Debenhams, One 4 All or Interflora, at the winners choice. In the Netherlands, winners can select vouchers from Amazon.nl, Best Western, iTunes, Bol.com and Interflora. In Denmark, the vouchers are from iTunes, Zalando, Mango and Interflora.

Winners in the Netherlands will also have local Netherlands Games of Chance Tax paid for them.

A similar promotion kicked off in the Spring in Sweden.

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