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Tactic is the Ntropic Group’s experience studio, specializing in immersive technology and experiential content across Augmented Reality, Virtual Reality and physical activations. As part of Tactic’s ongoing Living Wine Labels Augmented Reality campaign for Treasury Wine Estates, we’ve created a series of experiences for their 19 Crimes brand where the characters portrayed on the wine labels come to life and speak to the user.
Snoop Cali Red and Snoop Cali Gold mark a new chapter for 19 Crimes as its first Californian wines, so we developed a unique experience rich with the same spirit of rule breaking, culture creating, and perseverance that inspired 19 Crimes’ original cast of rebellious heroes. However, instead of featuring infamous historical outlaws, each bottle is backed by Snoop Dogg’s empowering words, delivered straight from the icon himself, offering words of wisdom, affirmations, and doses of his characteristically unmatched swagger.
After the successful launch of Snoop Cali Red in 2020, we’ve continued developing additional experiences for Snoop Cali Gold, Snoop Cali Rose and Snoop Cali Blanc. And in 2022 Snoop invited his friend, Martha Stewart, to the party with Martha’s Chard.
All of the work with Snoop and Martha is built on the groundbreaking Augmented Reality platform that we first developed for 19 Crimes in 2018. The customized content is updated periodically, keeping an active user base engaged with new content every month, leading to tens of millions of engagements, significant media coverage and numerous viral videos.