How Brands Are Using AR to Engage Consumers and Measure Results

Ikea, Kate Spade, MTV and Patron bet on tech

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In the span of a few seconds, Patrón’s new augmented reality app creates a miniature hacienda on iPhones that replicates the distillery in Jalisco, Mexico, where the brand’s tequila is made—complete with a virtual bartender and a tiny agave field. At first glance, The Patrón Experience—one of many branded apps built using Apple’s recently launched ARKit platform—may seem like a gimmick, but Patrón has bigger plans for its latest mobile innovation.

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This story first appeared in the Oct. 16, 2017, issue of Adweek magazine. Click here to subscribe.