Lyre’s AR creative transports drinkers to ‘impossible bar’

lyre's_ar_campaign

In a creative first for the brand, the world’s most awarded non-alcoholic spirits company, Lyre’s, is bringing its portfolio of spirits to life through augmented reality. 

Based on the brand’s iconic ‘Social Animals’ seen on Lyre’s labels, AR will animate the characters to take consumers on a journey of discovery with each bottle.

Inspiration for the Lyre’s name came from the Australian Lyrebird, which in turn sparked the creation of the crew of animal mascots that have become synonymous with the brand’s uniquely crafted liquids.

Impossible Bar

From October, consumers will be able to scan the QR code found on select bottle neck labels of the brand’s non-alcoholic spirits, where they’ll be taken through to the Lyre’s Impossible Bar. 

Here, the charming characters will come to life and guide users through a virtual gallery of some of the world’s most iconic cocktail recipes. 

The technology aims to encourage drinkers to ‘enjoy your drink your way – anytime, anywhere’ by making it a Lyre’s.

lyr'es-ar-alexa
Happy AR hour: Lyre’s teams up with Alexa.

The initiative will drive inspiration and education in the non-alcoholic category. 

The brand’s AR experience can also be accessed online and can be shared directly to all social media channels.

The technology comes just months after the company announced its latest technology partnership with Amazon, giving consumers the ability to receive real-time, white-glove bar service when they’re in the mood for a sophisticated serve from the comfort of their home. 

Supported by background music to help set the mood, consumers can follow a friendly step-by-step ‘how-to’ of their favourite cocktail without the alcohol (with tips on low-alcoholic versions also) at their own pace.

The ‘Make it a Lyre’s’ Alexa skill can be unlocked through four different utterances, simply ask Alexa:

  1. “Hey Alexa, open Make it a Lyre’s”
  2. “Hey Alexa, show me how to make a cocktail without alcohol”
  3. “Hey Alexa, show me how to make a non-alcoholic cocktail”
  4. “Hey Alexa, show me how to make an alcohol-free cocktail”

The initiative is available to try on all Alexa voice devices, with a visual recipe card to accompany the audio on supporting devices.

“Lyre’s makes it easier than ever to take your favourite drink and ‘Make it a Lyre’s’ using new technology to bring the brand to life,” said Lyre’s Chief Marketing Officer, Paul Gloster. 

“We wanted to push the boundaries of what is possible from a marketing perspective, put the consumer in charge and expand our digital interactivity, using Alexa and augmented reality to add more brand depth and information to make it a practical experience, not just a cool bit of tech. 

“Both pieces lead to the ‘how’, showcasing drinks and recipes that we know people around the world will love using Lyre’s.”

Mark Livings, CEO at Lyre’s, said: “Our portfolio of premium, award-winning spirits means you can create over 90% of the world’s best-loved cocktails, allowing drinkers to switch frictionlessly in and out of alcohol whenever they choose and without compromise. 

“Our latest Amazon and AR technologies have been developed as part of our commitment to changing the way the world drinks, empowering consumers to explore those possibilities and to educate them about the range of choices available when you make it a Lyre’s.”

Amazon Alex + Lyre’s Competition 

Partnering with Amazon Alexa, Lyre’s launches Impossible Bar with a consumer competition offering two lucky people the chance at first prize inclusive of a year’s supply of Lyre’s, an Amazon Echo Dot and a private mixology class. 

The competition went live across UK on 1 October. Those interests can visit the competition page for details and how to enter.