To assist its “Grand Encounter” marketing campaign that started in early 2023, alcohol model Grand Marnier kicked off a collection of real-world experiential occasions that includes music, tastings and an AR activation.

After debuting in New York Nov. 15-17, the “Grand Encounter by Grand Marnier” expertise will journey to Houston for occasions from Nov. 29-Dec. 1. The roughly 90-minute occasion options a mixture of music, artwork and drinks, and is free to anybody over 21, although a reservation is required.

To reinforce the occasions, Grand Marnier labored with augmented actuality firm Blippar to carry attendees an AR expertise that enables them to view a bottle of the beverage via AR and encourages them to go to a sign-up web page to obtain newsletters and extra.

“We consider augmented actuality can considerably enrich occasion experiences for friends by seamlessly mixing digital content material into the true world. That’s why Grand Marnier is happy to be partnering with the Blippar group on the ‘Grand Encounter’ occasions,” mentioned Brian Chang, head of U.S. digital advertising and marketing at Grand Marnier mother or father firm Campari Group. “By AR, our friends can have interaction with dynamic, 3D visualizations, enhancing their understanding and pleasure of the occasion. This expertise transforms passive viewers into energetic contributors, making a extra memorable and immersive model expertise.”

Blippar has beforehand labored with manufacturers similar to Snickers and Lego on AR activations.

“Spirits have constantly confirmed to be a top-performing class for AR since shoppers are accustomed to socializing and sharing throughout units with manufacturers they love for prolonged durations of time,” mentioned Keith Curtin, chief income officer at Blippar. “Grand Marnier’s ‘Grand Encounter’ occasions are the proper canvas to leverage AR to carry an extra layer of immersion to the occasion.”