Although some big names in the industry have begun to scale back their experiments with web3 and the metaverse, many well-known brands such as LVMH and Crate & Barrel still remain committed to navigating and capitalising on the NFT trend.
AR and VR technology, on the other hand, have gained a lot of traction among brands and audiences. And many have embraced AR because it is less difficult to produce and experience than VR.
Snapchat, the popular instant messaging app, has been experimenting with this technology and has incorporated many AR features into its platform in order to strengthen its relationship with younger users. According to statistics, over 75% of the Snap community uses augmented reality every day to communicate, play, and learn.
Recently, the rum company Bacardi announced its plans to incorporate AR for its summer campaign "Do What Moves You," which launches in June.
To elaborate, the campaign will kick off on June 8 with a Bacardi x Stadium Goods speakeasy pop-up experience in New York. The attendees will be able to purchase limited-edition merchandise, listen to music, try Bacardi cocktails, and more.
Attendees will also receive a free Dancing Shoes NFT, a digital wearable developed in collaboration with Jeff Staple and web3 studio Kollectiff. Attendees will be able to customise their NFT as they interact with various elements in the pop-up retail store, and they can also change their digital sneakers into a real pair that will be delivered to them later in 2023.
As part of this campaign, Bacardi collaborated with Snap to develop a Bacardi "Do What Moves You" augmented reality lens, which will be available at the Bacardi x Stadium Goods speakeasy pop-up via Snap's AR Mirror technology. Later this summer, everyone will be able to use the lens in the Snapchat app. The lens will feature Siéntelo, a song from Bacardi's first original EP.
The campaign comes to a close in October with a final pop-up event in Amsterdam.