The BuzzFeed-style Instagram quiz trend made its way to the vineyard courtesy of Curate & Co., a public relations and social media agency that specializes exclusively in the food and beverage industry.
Curate & Co. debuted its Which Grape Varietal Are You? augmented reality Instagram filter earlier this week, and it said the filter tallied over 500,000 organic impressions, including from digital influencers such as @ChelLovesWine, @ByTheStem, @MariaBoterob and @GrapeChic.
The filter was developed via Facebook’s Spark AR tools, which enable creators to develop AR experiences for Facebook and Instagram.
Curate & Co. founder and CEO Amanda Arrigotti-White said in a release, “Instagram continues to be the primary platform for our clients to engage with consumers. Until recently, there were no accessible, low-cost options for businesses to create AR experiences. AR is truly the intersection of technology and art, and we believe it will be the next wave of branded food and beverage digital experiences. Our team created this filter to explore this new tool and create an experience for wine enthusiasts across the country.”
Associate director Nicole Prieto added, “Brands across industries continue to explore AR to engage with consumers and create brand touch points. We expect AR in the food and beverage industry to be an opportunity for people to learn about products that can be intimidating in a retail environment and to create a sense of place on product and agricultural sourcing. 2020 will be the year of new AR brand experiences across industries.”