Beer brand Beck’s has partnered with advertising agency BBDO Germany to develop a novel ‘cap cam’, affixed to the top of Beck’s beer bottles, that allows consumers to record 360° video on their smartphones.
The tiny camera sticks to iPhone cameras and uses a mirror inside to enable the user to film and view panoramic videos. In addition to filming content, the lens also connects to Facebook’s app so that people can upload their clips. Facebook also added a feature that lets users upload 360° photos for the first time.
The development, as well as being a clever piece of hidden technology, doubles as a bit of free promotion for the brand.
“The basic idea is to provide an all-round view of those typical Beck’s moments shared with close friends,” BBDO Germany explained. “Unfortunately, attempts to capture these moments on mobile phone videos just cannot compare.”
It’s not the first time that Beck’s has tweaked its packaging in unusual ways. Last year, the brand created a wrapper for bottles that encourages people to scratch off aluminium.
Beck’s will give consumers the chance to win a CapCam through a competition on Facebook.
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