Blended Scotch Shackleton launches AR experience

1st February, 2019 by Owen Bellwood

Scotch whisky maker Whyte & Mackay has partnered with music app Shazam to launch an augmented reality (AR) experience for its Shackleton blend.

The Shackleton AR experience includes footage of Sir Ernest Shackleton’s expedition to the South Pole

The AR experience aims to transport whisky fans into a 3D Antarctic experience that replicates Sir Ernest Shackleton’s expedition to the South Pole.

To open the experience, users must use the Shazam mobile app to scan a code on the label of Shackleton whisky gift boxes. This reveals actual time period footage of Shackleton during his 1907 journey across Antarctica.

The experience has also been designed to demonstrate Shackleton’s legendary leadership, choosing the safety of his men over his own personal glory. The footage shows how with less than 100 miles to the South Pole, Shackleton chose to turn back due to adverse conditions – returning all of his men home safely.

Created by software developer Zapper, the experience also tells the journey of the Shackleton whisky brand – from the discovery of 11 intact bottles of the original Mackinlay’s Scotch whisky that Shackleton took to the Pole, to master blender Richard Paterson analysing the antique liquid and creating a new modern Scotch.

The AR experience has been optimised to work on both Android and iOS and can be accessed via the Shazam mobile app.

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