80+ Wineries join World First Augmented Reality Platform


80+ Wineries join Augmented Reality Platform



Widespread adoption of augmented reality is set to become a reality for the wine industry with the launch of a web-based platform for wine labels.

The platform, which was purpose built for mass adoption, is off to a flying start, with more than 80 wineries from across the globe enrolling in field trials, following a successful trial with a number of Australian wineries in April.

“Making technology accessible is our aim,“ says Dave Chaffey, co-Founder of Third Aurora, the startup behind the concept. “That means taking on a lot of challenges For AR right now, fragmentation is the biggest – that was the reason we chose to create one platform to service the industry, rather than building separate solutions.

No-one wins when there’s thousands of apps for thousands of wineries.”

The platform, in a nutshell.

The Winetales platform delivers augmented reality directly from the wine label, via a smartphone App. It uses AI for label recognition, and cloud servers for data storage, to deliver customised augmented reality scenes, in real time.

Key features

  • Free smartphone App with AI-powered label recognition
  • One App for the entire wine industry
  • Augmented reality tracking, where a virtual display is ‘attached’ to a label.
  • Data-driven AR Scenes, with dynamic content, real time information, and 3D objects
  • Integration of sharing through social media
  • Wineries enabled to add and edit content through a simple web interface
  • A virtual call-to-action which wineries use to direct customers to the a web page of their choosing.

There are great opportunities for wineries – every bottle is a little marketing machine from the minute it’s switched on. And with the flexibility of dynamic content, wineries can update scenes instantly – for every bottle, no matter where it is.

That creates a tremendous marketing department.

“A bottle that’s leaving production, another that’s gathering dust in an overseas warehouse, even the anniversary bottle that been sitting on your mantel piece for the past 15 years – if it has the same label, it will work.”

Dave Chaffey, Co-Founder

Overcoming barriers – easy, entertaining, and everywhere

As impressive as it is, Chaffey openly talks about the need for trade-offs to deliver an accessible platform “you have to work out the best approach for the situation. We agreed from the start that it had to hit the 3 Es – easy, entertaining and everywhere” said Chaffey.

“That was the foundation.

We started asking questions like how can this be compelling for consumers, how can social media sharing be leveraged, and how can the experience continually evolve so that people coming back”

“And what about wineries? Well that was clear to us – the solution had to be affordable and simple to operate. And it had to be one platform to service the entire industry – fragmentation is a killer.

Once we had that sorted, we turned to the technology and thought how are we going to do this.“

“We’re still working on getting things on-point, but the big hurdles are knocked over, and we’ll keep moving forward.”

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