Last year, Rekorderlig launched a 'Rekorder-land' TV campaign featuring CGI representations of drinks and as a continuation of this idea, the cider brand is now launching a mixed-reality bar at the annual Underbelly Festival. At the Rekorder-land activation, guests are able to taste and learn about a variety of flavors but also interact with them by donning an augmented reality headset. Using the technology, festival attendees are able to virtually touch various fruits and have a unique experience based on what they look at and interact with.
The multi-sensory experience is also complemented by other augmented reality technology like animated Snapchat lenses to help people take selfies with colorful flower crows to mark the Swedish midsummer celebrations.
The mixed-reality Rekorderlig bar is open for a few more days, giving people the chance to get familiar with the brand's products as never before.