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Barefoot is combining music and augmented reality for its latest strategy to reach consumers, with help from the Black Eyed Peas.
The wine and bubbly brand has partnered with the pop-rap group for Band Together, a campaign inviting fans to download a custom AR app to activate an animated remix of the group’s new song “Vida Loca” and spur donations to two national nonprofits.
To participate, consumers can scan a QR code at Band Together displays in retail stores nationwide or online to access the campaign website, where they’ll be prompted to download the app.
Using the app, fans can scan the brand’s foot logo on Barefoot Still Wines and Hard Seltzer products to trigger different vocals, instrumentals and custom animated avatars of members Will.i.am,
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