About Billson's

Billson’s is a specialty beverage brand and one of Australia's oldest breweries. Founded in 1865, the Billson’s brewery is located in Beechworth, Victoria, where people can visit their tasting room for drinks, meals and entertainment. Their range of cordials, sodas and spirits are stocked in retail stores across the country.

The Challenge

Drive foot traffic to Billson’s Brewery over the April holiday period

Billson’s was looking for an experience that would engage customers beyond the traditional digital and social channels. They wanted to capitalise on the travellers coming to Beechworth for the Easter holidays to launch their new limited edition golden honeycomb cordial in an innovative way and while there, get them back into Billson’s brewery.

Goals

Increase brewery foot traffic and drive interest in their product launch

1. Get people in-store at Billson's brewery
2. Launch the limited edition cordial product

Our Solution

An augmented reality beverage scavenger hunt across the town of Beechworth

Leveraging the large amount of people travelling to Beechworth for April holidays, XRii’s augmented reality scavenger hunt drove people to historical sites around Beechworth to explore the region and join the hunt for Billson’s beverages. Once all were collected, customers were rewarded with a free bottle of their limited edition cordial flavour that they could redeem at the brewery. Signage in local businesses, as well as promotion on Billson’s highly engaged social media channels spread the word about the activation and encouraged people to partake in the experience.

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Ideation was a collaborative process between Billson’s and XRii, and the custom app was designed, developed and deployed by the XRii team.

“The whole XRii team were amazing from ideation through to development of the app. The way we were able to utilise their technology to bring even more fun and connection to the brand was really special to help us really connect with our consumers.”

               Molly, Marketing Manager, Billson’s

The Results

Increased revenue in-store

The XRii experience accomplished both goals of engaging people in-venue and distributing their limited edition cordial. Ultimately, it increased revenue spent in-store over the holidays and attracted new audiences to the brewery. The brand new Billson’s app, powered by XRii, also reached the top charts in the Apple app store settling into slot #42 in the Shopping category. The experience was so well-received that it was extended to span over the Anzac day long weekend, making the campaign live for a total of 3 weeks.

2,629 app downloads

91% of downloads converted to sign up

696 users redeemed the reward and collected their limited edition bottles

Ranked at #42 on the Apple App Store

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The Future

Thirsty for more

The future with Billson’s and XRii is certainly a bright one. Based on the success of the first campaign, both teams are now ideating on bringing an even more unique experience to the masses on a national scale. Stay tuned and be sure to follow Billson’s on their socials for the next XRii experience.