Chivas Regal scotch is making a stir with a promotion campaign that harnesses the power of augmented reality. The campaign, which claims to be the first of its of its kind in Japan, is rather unfortunately named Aroma of Tokyo — not really the association you want to make in these sweaty days of extreme heat and power-saving measures.
Nevertheless, the concept is simple and clever: Users, while out and about in Tokyo, collect points via their cell phone that can then be exchanged for a free cocktail or gift. To take part, participants must first download AR app Layar to their cell phones. The app, which is compatible with GPS-equipped cell phones, then directs a user to one of several locations where points can be obtained. Once at a location you need to check in using Foursquare or Livedoor’s social networking service Rocket Touch to obtain points. After you’ve collected 18 points, you receive a coupon for a free cocktail at one of 18 bars around the city. The Chivas Regal cocktails, which are said to be worth ¥2,000 each, have been specially created by top Tokyo bartenders.