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Shackleton Gets Augmented Reality


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Shackleton Whisky revealed an augmented reality [AR] experience in a partnership with Shazam that attempts to replicate Sir Ernest Shackleton’s expedition to the South Pole.

Access to the experience is granted by using the Shazam mobile app to scan a code on the label of Shackleton whisky gift boxes, revealing actual time period footage of Shackleton during his 1907 journey across Antarctica.

The footage also tells the story of the Shackleton whisky brand – beginning with the discovery of 11 intact bottles of the original Mackinlay’s Scotch whisky that Shackleton took to the Pole.

The AR experience works on both Android and iOS formats.

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