Lucozade Energy, which recently launched The YES List—featuring seven limited edition bottles designed by some of the UK’s hottest music artists—is keeping the campaign fresh and front of mind with a new Augmented Reality venture through leading integrated agency Billington Cartmell.

Working closely with Aurasma, Billington Cartmell exploited an innovative feature of the technology, cylindrical mapping, where the Aurasma app’s interface recognises the 3D surface of the bottle and augments it with exclusive video content—an industry first. Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch the ‘making of’ documentary with a simple touch of the screen.

The Aurasma capability will be promoted through Plan B’s and Tinie Tempah’s online and social media channels, as well as through Lucozade’s own channels. By harnessing the power of the artists and their massive social media fanbases, Billington Cartmell is positioning the brand as innovators to an increasingly tech-savvy consumer.

The YES List featured bottles designed by Plan B, Tinie Tempah, Wretch 32, Calvin Harris, White Lies, Kelis and Yasmin. Each artist captured the inspiration for their music and their YES moments, those times when things come together and everything clicks, in designs which featured exclusively on the bottles of the seven different Lucozade Energy flavours.

Dan Machen, Head of Innovation at the agency’s innovation unit, Billington Cartmell !nvent, explains, “This element of the campaign builds on the content and keeps the communication fresh, ensuring that consumers have an ongoing reason to engage with the brand. By involving Plan B and Tinie Tempah so closely in the evolution of the campaign, we are jointly positioning the brand and the artists as innovators and leveraging our investment in the musicians.”

Matt Mills, Head of Innovation at Aurasma, said, “The first time Billington Cartmell saw Aurasma, they immediately understood its potential—and importantly, so did the artists. Working together, we were able to exploit our technology’s unique ability to recognise cylindrical objects to create the world’s first ever Aurasma-enabled FMCG product. It’s been a privilege to be involved with such an iconic brand as Lucozade and in such a cool campaign showcasing some of the best content the music world has to offer.”