LOGO

Being escalated out of Old Street tube on Saturday, I couldn’t help but notice the vast quantity of bright green posters – Beck’s latest campaign: The Green Box Project.

The posters didn’t give too much away: a blank green cube standing on a slab of concrete. For me, that had Augmented Reality written all over it.

And my brand-dar served me well. Jumping to the Project’s microsite, I discovered Beck’s is fusing Digital with Art: a global fund for 1000 commissioned projects that will appear in green boxes around the world via an augmented reality app on your phone. Anyone can apply to have their innovative art, design, music, fashion idea funded and displayed and collected in a virtual gallery. The app serves as the ‘key’ to the art – nice link with the key motif in Beck’s logo.

It’s a big idea, with some big names attached – including the likes of Tracey Emin featured in the online promo film. It’s an interesting stance for Beck’s to take, and it feels like a convincing brand crossover from beer to (otherwise quite randomly) art; “…continuing Beck’s historic commitment to the arts… supporting independent creative talent…” (Previous link with musician designed bottle labels etc.)

Beck’s has carved a nice niche. Beck’s isn’t for the regular beer drinker; at least, it’s not appealing to the UK masses. Of all the beers on tap, it feels a little different, a little independent. And it hasn’t fallen for the mainstream music that tickles other beer brands.

I was surprised to read that Beck’s sponsored Tracey Emin and Damien Hirst at the beginning of their careers; I’m not sure in what form, they may just have sent a couple of crates for their opening night… but high art undoubtedly rings credibility – it’s impressive that Beck’s has it on-board.

It has ticked all the boxes and squished them into a single green box.

Pre-release boxes this summer showcasing work by well-established artists. Tick.

Consumer-generated art/design/music/fashion content thereafter. Tick.

Digital meets physical interaction. Tick.

Consumer encouragement to hunt down boxes, then capture and share discoveries. Tick.

Social and creative community benefit (Beck’s proudly highlighting slash in public arts funding). General saving of day. Tick.

It’s set to be a good campaign, and a long campaign at that – 1000 commissions over 3 whole years. A platform for designers, artists and musicians, and a firm strategic and creative platform for Beck’s to leverage.

But will the public stay interested? Will augmented reality still be current in 2014?
Is there greater gain in bringing real art to the world’s cities rather than a reproduction visible only on a phone? In reality, yes. But virtual offers Beck’s that all important measurable KPI community.

Bring on the boxes.

Brand Regard is an online digital asset management solution that makes it easy to organise, find and share your marketing material. You can get started with a 30-day free trial in under 5 minutes.