Familiar Creatures

Devils Backbone Brings Beer Packaging to Life with AR


MOBILE MARKETER | February 13, 2019





  • Craft brewery Devils Backbone aims to connect with beer lovers with its latest packaging that comes to life on mobile screens in augmented reality (AR), which overlays digital images on the real views of a smartphone camera. Devils Backbone also created an app for Apple and Android devices, per an announcement shared with Mobile Marketer.

  • By scanning printed QR codes on its packaging with a cell phone camera, viewers can see animated stories about its Vienna Lager, Golf Leaf Lager and Striped Bass Ale, letting the brewer tell the story of its beer.

The Vienna Lager features a barn swallow that does bird impressions; the Striped Bass Pale Ale has a soulful bass fish that sings about oyster restoration and clean water in Chesapeake Bay; and Gold Leaf Lager shows an impatient dog whose personality contrasts with the brewer's "Slow by nature" slogan.


Devils Backbone aims to tell a brand story in a way that's hard to convey as beer shoppers browse dozens of brands, many with bright packaging but quirky and unfamiliar names. By letting shoppers scan its packaging with a smartphone to activate AR animations, the brewery can provide the equivalent of a TV commercial at a fraction of the cost of media placements. Young adults who are the biggest buyers of craft brews tend to seek brands that are socially conscious and feel more personalized, and Devils Backbone can show its commitment to environment causes like cleaning up pollution in Chesapeake Bay.

Read the full article on Mobile Marketer.