Heaven Hill's Larceny Kentucky Straight Bourbon Whiskey has launched “Unlock the Rickhouse” augmented reality app available at the Apple Store and Google Play. With this app, consumers are invited to search through the rickhouses to learn more about the product, potentially win daily prizes, and the chance to win the grand prize of $10,000.
The brand launched this unique program with several exciting elements, including the custom augmented reality app that allows consumers to view the Larceny rickhouses and other surrounding buildings, the grand prize sweepstakes with the chance to win $10,000, and an eye-catching in-store display to help merchandise Larceny cases and encourage in-store interaction with consumers. The interactive display features directions on how to download the app, paired with a map of the Larceny rickhouses that can be scanned in-store using the app. Additionally, select 750 ml bottles feature a Z-card necker that folds out into a map of the Larceny rickhouses on one side, with instructions on how to download the app, win prizes and enter the sweepstakes. This allows consumers to take the experience home and play daily.
To participate, consumers can simply download the new “Unlock the Rickhouse” augmented reality app on their own personal smart phone device. Once downloaded, consumers can explore the rickhouses by tapping on each one to search for a prize-winning “Fitzgerald barrel.” From Sept. 1 through Dec. 31, each tap of a rickhouse gains one entry to the grand prize of $10,000 (where legal). Daily prizes will also be awarded and include everything from a mini-barrel shot glass and Larceny magnet, all the way up to a Larceny guitar or LED sign. These prizes will be sent out on a weekly basis to winning consumers.
The app was inspired by the history of John E. Fitzgerald, a treasury agent in the late 1800s and early 1900s who was one of the only people legally allowed to carry the keys to the barrel storage rickhouses. With a discerning palate for fine Bourbon, John E. Fitzgerald often used his rickhouse keys to gain access to some of the finest Bourbon barrels for himself. Those barrels from which he chose to help himself were often referred to as “Fitzgerald barrels” around the distillery. This infamous act of larceny led to the Larceny brand and has now inspired the newest augmented reality app.