Brilliant Use of AR as Part of a Product

19 Crimes wine has added Augmented Reality to its bottle labels. You download a free app, and then when you point your phone at the label, the person in the picture talks to you.

This is absolutely brilliant. They have incorporated AR into their product to differentiate themselves from the rest of the market.

I probably would have never bought a bottle if it hadn't been for the AR. Normally 99+% of the time when you drink a bottle of wine, you discard (hopefully recycle) the bottle. They've turned their bottles into collectors items. People will keep the bottles and then provide free marketing when they show the app to other people. And people will be compelled to buy one of each variety.

If you're not incorporating AR into your product, then your competitors will.