IT Brief Australia - Technology news for CIOs & IT decision-makers
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Billson's launches new AR marketing campaign with XRii
Wed, 20th Sep 2023

In collaboration with XRii, Australian beverage brand Billson's is transforming the shopping experience by harnessing the power of augmented reality (AR).

Billson's is a speciality beverage brand and one of Australia's oldest breweries. Founded in 1865, Billson's Brewery is located in Beechworth, Victoria, where people can visit their tasting room for drinks, meals and entertainment. 

Amidst a challenging economic landscape where customers are reducing spending, Billson's joined forces with XRii, a local marketing platform specialising in immersive technology. 

Leveraging XRii's specialised knowledge and guidance, Billson's introduced an innovative AR scavenger hunt for a unique holiday shopping experience. The initiative made locals and travellers alike want to visit its brewery and explore the town of Beechworth. 

Over a short period, Billson's AR-powered scavenger hunt achieved 2,500+ app downloads, 91% of downloads converted to sign-ups, a 28% redemption rate and ranked #42 on the Apple App Store.

The AR scavenger hunt encouraged shoppers to explore historical sites around Beechworth and collect AR cordials. Once the AR cordials were collected, customers were rewarded with a complimentary bottle of Billson's limited edition cordial flavour that they could redeem at the brewery. 

Signage in local businesses and promotion on Billson's highly engaged social media channels spread the word about the activation and encouraged people to participate in the experience.

Ideation was a collaborative process between Billson's and XRii, and the custom app was designed, developed and deployed by the XRii team. 

Molly Wescott, Marketing Manager at Billson's, says: "The entire XRii team was amazing from ideation through to the development of the app." 

"The way we were able to utilise their technology to bring even more fun and connection to the brand was really special and helped us to better connect with our consumers."

"We were interested in working with XRii from the start, not knowing about the technology. But, the XRii team made it easy to understand and work with." 

"Now, we're looking forward to rolling out even more unique experiences together on a national scale," says Wescott. 

Matthew Endresz, Founder and CEO at XRii, says: "We are thrilled to have partnered with Billson's in bringing this exciting AR-powered shopping experience to life." 

"Our collaborative journey from ideation to execution has showcased the immense potential of immersive technology in redefining how consumers engage with brands." 

"Billson's commitment to innovation and dedication to enhancing the shopping experience have been truly inspiring." 

"We are proud to have played a role in making its vision a reality, and we look forward to expanding this success on a national scale, connecting even more consumers with the magic of AR," says Endresz. 

XRii has been making significant strides in the APAC market, empowering brands, premier events and sporting organisations like Perth Heat Baseball Club and Advertising Week to leverage cutting-edge, immersive technology.

XRii encourages using AR, geo-mapping and gamification to modernise business marketing strategies and deliver memorable experiences.