British Musicians Design Augmented Reality Energy Drink Bottles
New Lucozade energy drinks feature AR-enabled bottles that burst
into interactive movies when viewed through a smartphone app.
Nestor Bailly, PSFK Nestor Bailly, PSFK on November 24, 2011.
@NKBailly  An ad agency, several musicians, and an app developer
have collaborated on Lucozade Energy’s latest campaign, creating
drink bottles that launch videos through an augmented reality
(AR) smartphone app.  Billington Cartmell, a UK ‘thinking
brands’ agency, led the project to join artistic expression with
an interactive brand experience. Using a the unique ability of
the Aurasma app to map and track cylindrical objects, the agency
asked seven of the UK’s biggest musicians to design a Lucozade
bottle which when viewed through Aurasma leaps to life with
video and animations.  A great deal of exclusive content was
created for this campaign, and most of it is accessible only
through the AR-enabled app. The animations that play from the
bottles in the app