Seemingly overnight, 19 Crimes, a division of Treasury Wine Estates, has become a Top 15 brand in the US and has a global impact. Re-imagining what a wine brand could be, 19 Crimes has had many innovations, but found lasting success with augmented reality and celebrity partnerships with Snoop Dogg and Martha Stewart. Ming Alterman, Brand Director for 19 Crimes, gives us the history, best practices, and keys to success for the brand and AR. If you love the show, please consider supporting us on Patreon.  Detailed Show Notes: 19 Crimes OverviewA Top 15 brand in the US according to Nielsen IRI, ~500k cases sold at $11.50/bottle averageA virtual brand, no winery, no visible winemaker - disrupts what a wine brand can be - “The non-wine drinkers' wine”Americans often pick up a bottle because of the look and feel - developed the packaging and story to engage the consumer1st black matte bottle, collectible corks with crimes on them, and augmented reality (ARStill need a wine that delivers for the price point and consumer first -> the wine quality creates repeat purchaseAverage consumer - 35-55 years old, wants to be a part of something and can relate to the story of the 19 CrimesSnoop Dogg's partnership has brought in 200k new consumers into wine from beer and spiritsAugmented RealityApp has over 5M downloadsStarted w/ both AR and virtual reality (VR) to tell the story of the brandIn 2017 - people didn’t want to put on the headset (VR) in-store but were okay downloading the app and AR took offCreated a 3d puppet of the person, animated it, and recorded linesAR came a few years after the brand launch, was supposed to be a sales tool, but morphed into a consumer thingConsumer awareness - QR code on bottle to download the app, invested in POS displays and in-store marketing, some screens in aislesPeople scanned and download the app while in the aisleSuccess factors - instant gratification, people shared it and it went viral, good shareability, great creativity, and simpleRequires ongoing investment in the app - e.g. - built ability to record in-appUsage goes up during holidays (people like to share it) or the launch of a new SKLaunching AREasier now w/ web AR - can just do through camera phone vs needing an appStill have the Living Wine appApple now recognizes QR codes with a camera, making it easierGetting cheaper, but still ~$80-200k to developOngoing costs - website updates, tech licenses (e.g. - AR engines), if there’s an app (easily 6 figures), creative updatesNeed a reason for people to come back and use it againMarketing 19 CrimesGot tons of earned mediaPaid for Google Playstore/Apple App Store to get app downloadsPR efforts and social mediaAds feature AR as the hookSuccess w/ celebritiesNeed them to be really passionate and involvedNeed marketing dollars to promote it, not just the celebrity dealROI - for 19 Crimes, looked at the impact on the entire brand, not just the dedicated SKUsCompensation models - equity, royalties, up-front fees, annual fees Get access to library episodes Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information.