Devil’s Advocate Wine Label

Augmented wine label to increase virality on social media channels.


Stupendous Cellars


Devil’s Advocate Wine Label


Millenial Wine Drinkers


Augmented Reality

The challenge

Stupendous Cellars – a subsidiary of Leob Enterprises – wanted to create a viral moment that would get their customers talking about their wine in a new way. Specifically, the brand wanted to make a splash in the Wine Label AR trend started by 19 Crimes but didn’t want the barrier of an app download.

Mezmos suggested that the brand use Spark AR so the experience can be available on Facebook for customers to interact with through their Facebook profile. The experience began with users scanning the wine label with their phone’s camera while the filter was open on Facebook. The filter than animated a crow flying into the label, later revealing an immersive 360 environment that was as dreamy and mysterious as the wine itself. After the users explore the 360 environments, the user’s face transforms into the crow’s face created the perfect selfie moment.

Not only was this campaign a powerful marketing tool, but it was also a great sales tool for Stupendous Cellars as distributors loved the idea of having this unique experience on wine bottles in their shop.

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