Beck’s Green Box Project Merges Art, Technology, and Beer

November 3, 2011

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Beck’s Green Box Project is a “global fund established to inspire, celebrate, and financially support independent talent in art, design, music, and fashion.”  From July to September of 2011 Beck’s released 30 Green Boxes around the UK, US, and Italy that trigger an augmented reality app designed for the project. Using your smartphone or tablet, you simply point your device at the box and experience virtual artwork by renowned artists. The project will span over the next three years, showcasing 1,000 creative projects.

This campaign is a great example of how beer brands can gain exposure through new technology while simultaneously benefiting and connecting with a large market of emerging artists.

See the app in action–watch the video:

from Beck’s Green Box Project on Vimeo.

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