‘Coopers Clear Cut’ iPhone app utilises Augmented Reality (AR) technology
To mark one year of Clear, Coopers’ Brewery has launched a ‘Coopers Clear Cut’ iPhone application utilising an Australian beer market first, Augmented Reality (AR) technology, to bring to life 3D prizes including diamonds, Coopers Summer Packs, and Bigpond music downloads as part of a national promotion for the South Australian brewery.
The Coopers Clear Cut app will be available at the end of January and continues with the theme of Clear as the company’s ‘next generation’ of beer, with the latest technology used in this project providing perfect fit with the brand.
AR Technology is set to actively engage Coopers’ Clear drinkers this summer via the interactive and 3D enabling application activated using a unique AR prize panel code on every six pack of the low carbohydrate, full strength beer. AR technology allows users to, via an iPhone or webcam, overlay their actual environment with a virtual environment. In this case using the AR marker on the promotional Coopers Clear case you can view the possible prizes that you could win.
Says Coopers’ Brewery executive chairman Glenn Cooper: “Coopers Clear secured a strong share of the low carbohydrate market sector in its first year Australia wide. This is something we are looking to continue through 2011 by effectively reaching our national target market in new and innovative ways, such as the Clear Cut promotion.”
“We wanted the app to set us apart from the rest of the alcohol industry and recognised the importance of pushing the envelope on the technology front to achieve this,” says Glenn.
Coopers Clear Cut further promotes Clear as a unisex beer with the major prizes consisting of three one carat princess cut diamonds each worth $10,000. Coopers Clear was released on Australia Day 2010 to cater for mainstream drinkers who preferred a lighter style, easy drinking beer; the product was embraced by the country and is now one of the highest selling products for the brewery.
11 Comments
Hmmm… Not sure about this ‘Clear’ thing. It’s the the cloudiness that makes Coopers, Coopers.
Looking forward to the missus buying me beer from here on in. WIN!!
Beer is a girl’s best friend
Nothing ‘unisex’ about diamonds as prizes.
Diamonds and gimmicky use of technology for the sake of it?? This is so far off brand it’s not funny. Even if it is for Clear. Which, for one of the strongest, cleverly protected brands in the country, is a crying shame. KWP need to rein in Tequila, as they clearly do not understand the brand.
While I’m not as fired up as 4:47, I agree. If anything Coopers brand and product stands for the un-tech, lo-fi, balls to the wall last real beer standing. And surely someone as genius as russ would should able to come up with a good solution.
What happened to Tequila man… they used to be beautiful…
Thanks, 10:24 you obviously know me but you seem to have forgotten your balls and decided to comment anonymously. As for the work, Clear is a new beer and the idea was to use new tech. I agree that it wouldn’t be right to do this for Coopers Pale but this is a new product talking to a different audience.
If I won a $10000 diamond i would love it. Beats saving for three pay checks. Who can do that these days.
If all else fails sell it and get a mountain bike or go on a fucking holiday!…lighten up people.
Cheerage to all on this. Refreshing to not see a major prizes of a boat trip or 20K holiday. Someones put some thought into a prize, plus using cool tech.
On brand? Give me a break. Why create unnecessary pig pens for yourself. Disruption is also something that adfolk consider. When the audience start using words like off brand that’s the day I’ll quit this game. Til then let’s make some clients rich.
Well done Coopers. I like it.