Johnnie Walker: Dragon Glass
Open the game- Year
- 2020
- Agency
- AnalogFolk
- With
- UNIT9
- With
- Le Polish Bureau
Objective
Johnnie Walker launched two limited-edition Game of Thrones whiskies—A Song of Ice and A Song of Fire—inspired by House Stark and House Targaryen respectively. To differentiate the product in a crowded premium spirits market and drive engagement among Game of Thrones fans, the brand developed an immersive digital experience that would bring the collectible bottles to life through interactive technology.
Solution
The team created a web-based augmented reality (AR) experience powered by 8th Wall technology. Each bottle featured a QR code that, when scanned with a smartphone, triggered an animated 3D AR scene mapped to the bottle using image recognition. Scanning A Song of Ice revealed a House Stark direwolf amid a blizzard; scanning A Song of Fire summoned a House Targaryen dragon in flight. The experience incorporated spatialized audio that responded to device motion sensors. Users could capture and share resulting images and videos on social media.
Results
Not published.