Every year, fans of the Irish culture, as well as those who want to celebrate their own culture, come together on St Patrick's Day, March 17.
Although beer is not an official part of the day, many often raise a glass bridge to celebrate the occasion, and this year this activity gained some reinforcement through increased reality.
US-based beer brand Miller Lite released a web-based AR experience (no app required) that allowed mobile users to visit a particular site on their site, scans the logo on a can of Miller Lite and initiates a meeting with an AR leprechaun.
The Sweet Character Shows up from a virtual hole in which surface you have chosen and sports a Miller Lite brand hat. After mapping its surroundings, leprechaun involves a number of activities, including pulling a can of beer out of its beard, playing a melody on a flute, and returning to the beard to reveal a snake.
To gain experience, which is no longer available, users must enter their legal age and visit a specific URL. Users could also capture a photo of the leprechaun and share it with friends.
The experience was developed by Los Angeles and Denmark-based interactive studio Trigger Global and used the 8th Wall and Amazon Sumerian to make everything possible. Trigger Global is the same studio that brought us [AR459013] Spider-Man: Into Spider-Vers mobile AR experience last year.
In summary, the short Miller Lite AR experience is a good example of what is possible with the help of web-based AR for marketing. However, based on social media activity, there seems to be little consumer awareness that the experience was even available.
So while this is definitely the right move into the deepening future of marketing for one of the biggest brands in the United States, this type of marketing is only effective if companies are working harder to actually market their new groundbreaking, web-based AR experience.