Be At One has partnered with Bacardi to launch an augmented reality (AR) menu as part of its ‘Be in The Know’ campaign, enabling customers to use the bar’s app to scan physical menu pages to reveal ‘secret’ cocktails that they can purchase.
The AR experience, created by marketing and communications agency Clarity, features secret menus, cocktail insights from Be At One bartenders, and access to three limited edition cocktails. The functionality has launched with the Be At One Christmas menu.
The aim of the campaign is to better engage customers, encourage new visits, drive loyalty, and increase Christmas sales and bookings by further integrating the existing Be At One into the cocktail buying process.
“In a such a competitive market, it’s really important that we work on continually evolving the Be at One guest experience to stay relevant,” said Abby Brockwell, head of marketing at Be At One. “It’s been fantastic working with the team at Clarity. They have been critical in helping us develop an innovative use of AR to integrate seamlessly with our rewards platform, in a way that is so true to the Be at One brand and genuinely adds value to our guests experience.”